Providing Context: How Intent Data Leads to Better Marketing

(Article first published on Exchangewire.com, 13/01/17) Ask a consumer to define ‘SPAM’ and ‘Marketing’, and the likely answer will be SPAM is anything they don’t deem personally relevant and marketing anything that they do. In other words, writes Suzanna Chaplin (pictured below), commercial director, ESBConnect, it depends on that particular time and context – what may be SPAM one day, is …

Which subject line strategy will make 6% more of your customers click on Black Friday? We look at top performers from 85 million email sends

Black Friday is undisputedly big business for retailers, with UK online sales topping £1 billion for the first time in 2015. And email advertising was the single biggest channel driver of Black Friday online sales, generating a massive 25.1%, or £251 million, according to a report by Custora. Given that Black Friday UK online sales increased 35% in 2015, and …

Email drives the largest share of Black Friday online sales at 25%. Here’s why.

Black Friday is big business for retailers, and it gets bigger every year. In 2015, online traffic increased by 16.6% across the Black Friday period, according to IBM’s holiday shopping report, and this year there is a predicted 5-10% increase in website volume across the same period. What’s more, email drove a massive 25.1% of all Black Friday online sales …

Is Email 2016’s Advertiser Panacea?

(First published on ExchangeWire.com on 19/9/2016) By Stuart Austin, Head of Retargeting, ESBConnect Reading articles, posts, and blogs on the state of online advertising in 2016, there are a lot of common issues affecting advertisers and agencies, and many that email could help with if, advertisers took another look at it. Transparency & engagement Too many buyers are in the …

One Small Change Can Make a Big Impact

This is a real-story of how we reduced the cost per click by almost two-thirds with a simple change. The Sun needed to raise awareness for their Holidays’ campaign and asked us to deliver the maximum amount of clicks possible based on a fixed budget. The campaign activity started successfully but we noticed the Click Through Rate (CTR) was lower …

The bite-sized guide to improving your email CTRs

In 2015, we sent upwards of 2 billion emails for over 750 brands and loaded over 1500 email creatives. All these emails shared one common goal, to engage new customers and generate incremental revenue. Interestingly we found that one design layout consistently out-performed all others. This was the below:   In this article we are going to dissect why and …

Exploring Email Interactive Design

We send over 2M emails per day and over 66% of these are opened on a mobile device. This means designing mobile responsive HTML email is the new norm. This need not be limiting and by applying some simple tricks from Web design, we can move one step forwards and start to create interactive emails that wow the reader and …