22 Feb 2012
Do email campaigns really work?
First, let me explain what I mean by campaign. In this context, a campaign is a series ofpromotional email messages that share a single idea and theme. They are likely to form part of a wider integrated communication strategy and their purpose is often awareness of a new product or...
17 Feb 2012
Member ContentCoupons shine on in hard times
Consumers love coupons, but don’t take my word for it. In a TolunaQuick survey carried out in December 2011, over 50% of UK consumers said that coupons they receive through the letterbox were really useful. And, a massive 78% said they would redeem coupons more regularly if they received them in...
09 Feb 2012
Guide to VAT liabilities on postal services
With effect from the 2 April 2012 price controls were removed for most Royal Mail products and services including all bulk mail products. This resulted in the products for which price controls were removed becoming liable for VAT at the standard rate.
03 Feb 2012
Why marketing channels donât matter
As marketers, we tend to take a channel-centric view, with social media and email fighting it out over which has the biggest influence. The truth is we don’t matter. Our messages don’t matter. Our channels don’t matter. Relevance is in the eye of the beholder. And we’re not the beholder – the...
31 Jan 2012
OBA â your questions answered
Online behavioural advertising (OBA) – the displaying advertisements on a website based on a person’s browsing activity – is a major part of the current data privacy debate. A new industry-wide best practice recommendation will require organisations to give people the option to opt out of OBA...
26 Jan 2012
Member ContentResponse management report 2011
Brands looking to drive sales by encouraging prospects to request product or service information online are only managing part of the journey. To ensure the maximum number of prospects convert into sales, there are some critical steps along the way that still need to be smoothed out.
24 Jan 2012
Email marketing: write like a pro
Before getting into the digital space, I spent a good part of my life as a radio broadcaster and I’ve always been fascinated by the similarities between radio and effective communication online. There are a few which really stand out for me.
10 Jan 2012
Is it time for an email newsletter reboot?
Email newsletters are an essential and potentially high-performing tool for marketers. However, what often happens is the newsletter is created, and while it continues to be sent year in and year out, it is not reviewed or measured. Without regular monitoring, newsletters will not perform to...
04 Jan 2012
Member ContentPromoting to the mobile consumer report 2011
Consumers are generally open to promotional offers, but they have very clear preferences about where they want to receive them and the type of offers that they like. Getting the right pitch into the right channel will therefore have a positive uplift on marketing performance.