Conversion Marketing forum

Traffic to web-based e-mail services has dropped in the past year, down 6% from 153 million in November 2010 compared to a year ago, while people accessing e-mail on mobile devices has risen 36% to 70 million.

That’s according to new data from comScore. “Digital communication has evolved rapidly in the last few years with an ever-increasing number of ways for Internet users to communicate with one another,” said Mark Donovan, comScore senior vice president of mobile. Read more »

Mobile marketing is becoming increasingly important. The cross-channel customer is also a multi-device consumer and smart phones play an increasing role in communication, networking, social media usage and entertainment.

In case you are not convinced: according to Morgan Stanley, within five years the number of mobile Internet users will surpass the number of desktop Internet users. And, according to the TNS Digital Life report, mobile users spend 3.1 hours/week on social networks and 2.2 hours on email. By the way: did you know that more people own an iPhone than people use Twitter? Or that more people own a smart phone than use Facebook? Read more »

Question: Where is your (prospective) customer? Answer: Everywhere (unless you manufacture ice blocks for igloos, for instance). Naturally, not every customer is everywhere. Some customers like to receive e-mail newsletters; others prefer a printed newsletter. One reads blogs; another has neither the time nor interest to do this. For some, social media is the absolute top and for others social media is a complete fad. I think you get the picture.

It does not matter whether the customer is “wrong” or “right” in the channels he uses because there is no wrong or right and he decides, period. What matters however, are the channels and points of interaction he prefers. And obviously the customer experience. Read more »

E-mail marketing is still the marketing and communication channel with the highest return on investment (ROI), as several reports found this year. However, there are other ways of gaining the attention, interest and even desire of people, that are very efficient.

The main one is without any doubt word of mouth. Since word of mouth is a natural phenomenon (people mention or talk about brands, products, businesses etc.) it is obviously hard, if not impossible, to measure its ROI or impact, unless marketers look at brand reputation and indirect metrics. When word of mouth is used for marketing purposes and the natural phenomenon turns into a form of marketing, it is obviously easier to measure and analyze its impact. Read more »

Social e-mail marketing, simply said the mutual strengthening and cross-fertilization of e-mail marketing and social media marketing, focuses strongly on tools to share your email content and on ways of creating content that people find worth sharing.

Besides share-worthy and thus valuable content, you also need sharing tools to enable recipients of your e-mails to share the content via their social networks. Of course this does not mean that you have to fill your e-mails with a tsunami of buttons that link to every possible social network now. In e-mail marketing less is often more and the KISS principle rules, especially if you think deliverability. Read more »