UK Bike retailer Evans Cycles is using transactional emails to help drive additional revenue.
Brands should not compare their email metrics to industry benchmarks, a panel of email marketing experts agreed at the Email Insider Summit.
Samsung Europe has a three-step plan for its lifecycle marketing program: Get, Keep, Grow. In a keynote presentation at EIS EU, Coen Van de Ven, CRM Specialist Benelux, Samsung Electronics Benelux, outlined these stages.
Social media is a frenemy to email marketers, panelists at the Email Insider Summit Europe revealed today. Oliver Beckett at Expedia revealed that while these teams have a love hate relationship, there is an opportunity to work together. "It's less hate more love nowadays, we realize the mutual benefits of each," he said.
Most consumers consider 90 percent of email messages irrelevant, said Skip Fidura, client services director at dotMailer, on a panel at the Email Insider Summit Europe. However, consumers don't consider all email messages to be marketing. In fact, they don't consider relevant emails to be marketing.
"No matter what your company's strategy, timeliness and relevancy are still the key to driving conversion," said Leah Palomba, senior manager of global email marketing at eBay in a keynote talk at Email Insider Summit Europe today.
Higher addressable CPMs can be daunting. But if your clients are seeing significant brand uplift, it’s worth it. Typical cable network cost per thousand viewer prices can run $15 to $20 CPM. But Jennifer Pelino, vp of brand media, omni channel of 84.51, says addressable CPM pricing for her agency runs around $99. But in noting one consumer product group (CPG) media deal, Pelino said the brand witnessed a 13% brand uplift. “That is significant to a category that is fragmented. [The client] is now going to add in addressable to their plans.” Overall addressable …
Mark Twain famously said, "Buy land, they're not making it anymore," to illustrate the scarcity of the real estate marketplace. That may be a legitimate way of thinking about audience-based TV targeting. At least that was what I thought during the "addressable" panel wrapping up Day Three of MediaPost's TV Insider Summit.
To illustrate how t-shirt and activewear (including undies) marketer Gildan leveraged programmatic TV, Steve Parker Jr. showed a spot that got right to the point, literally. The spot, which showed a cornball magician poised to poke sharp-pointed swords into woman volunteer in a magic box. The woman asked the magician to wait while she shimmied out of her Gildan t-shirt, presumably to save it from having the magician's swords tear holes in it. She then said, "Okay, go ahead."
Programmatic TV deals can outperform certain digital video buys -- somewhat surprisingly for one digital media agency. In doing a programmatic TV deal for clothes-maker Gildan USA, Steve Parker Jr., ceo/co-founder of Charleston, SC.-based Levelwing, speaking at MediaPost's TV Insider Summit, said: “It was interesting that [programmatic TV] outperformed online and mobile pre-roll.” In phase one, Gildan, whose competition is the likes of Fruit of the Loom and Hanes, targeted males 18-34, with income of $50,000 to $100,000. Parker said programmatic TV drove 20% in reduction in cost per thousand [CPM] prices versus traditional TV deals. “We …