How to use email to its full potential
A panel of attendees at a Marketing Week roundtable event sponsored by Return Path discussed how marketers can help the email channel achieve its full potential.
A panel of attendees at a Marketing Week roundtable event sponsored by Return Path discussed how marketers can help the email channel achieve its full potential.
Marketers continue to see email as a highly effective marketing channel, second only to search in delivering ROI, yet they are dropping their investment in the channel and potentially risking the revenue it brings back.
As the latest figures from the Direct Marketing Association reveal email marketing is becoming more important than ever, the industry is turning to new technology such as programmatic to ensure that email is as personalised and relevant to consumers as the rest of the marketing mix.
New research reveals that although 71% of marketing emails are opened on a mobile device, people are more likely to make a purchase from their desktop. Brands need to think about the post-click experience to help drive sales on mobile.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the nation’s favourite ad of 2022 to the importance of ‘place’ in a marketer’s remit, it’s been a busy week. Here is my take.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
The video game developer needed to go beyond a simple stunt to engage League of Legends fans with the launch of its new animated Netflix series.
As new channels emerge the opportunities for brands multiplies, but with control over place diminishing, what can marketers do to reclaim influence over this often forgotten P?