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first-person marketing

3 weeks ago by Matt McGowan

Why Trust Is the Key to Customer Loyalty

It’s Marketing 101: The marketer’s two jobs are customer acquisition and loyalty/retention. When it comes to retention, there’s an often-overlooked factor that plays an over-sized role: trust. Trust comes from a relationship and it builds over time, with every interaction and at every touchpoint. Over time, someone’s trust in the complete consumer experience with a…

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1 month ago by Adestra

Why responsible data-driven marketing is a force for good

Guest Author: Dennis Dayman, Chief Privacy and Security Officer, Return Path The privacy profession isn’t about ruining everyone’s use of the Internet or killing innovation, as some say. We aren’t here to make people’s jobs harder, nor do we want to kill revenue. Like you, we’re always looking for ways to develop and apply ideas…

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1 month ago by Matt McGowan

State of email 2017: what we see (so far)

Email is having a resurgence. On the consumer side, thanks to very smart phones and generous data plans, email is as accessible as text messaging. It’s become part of the mobile lifestyle. Adestra’s 2017 Consumer Digital Usage & Behavior Study found that 84% of smartphone owners use their phones to send and receive personal email, and…

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2 months ago by Matt McGowan

Email is the golden key to identity

If you don’t know who your customers are, how can you provide them with relevant, meaningful and interesting communications? To be successful, marketers must learn to manage their customers’ identities—and that means much more than having a CRM. Identity management is really about addressability of the consumer—being able to anonymously recognize your customers across channels…

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2 months ago by Katie Evans

3 ways in which email can nurture charity supporters

Did you know that British consumers would donate an additional £655 million each year if they saw exactly how their money is spent? (NPC). It seems like something so simple, yet so many charities fail to promote where the funds they raise actually go. It could be as simple as a diagram showing the breakdown…

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charity cover

2 months ago by Alexandra Mocanu

Why it’s important to personalise your communications

As we all know, the marketing industry often comes up with buzzwords that get marketers overly excited. As the days of ‘Dear Sir/Madam’ are hopefully past us, personalisation has gone from buzzword to a real industry focus. While many marketers claim that they use it, our 2017 Email Marketing Census has revealed that most are…

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stand out inbox

2 months ago by Anca Staples

Delivering the extra nudge with email automation and First-Person Marketing

Marketing automation is not new to the email industry, but the 2017 Email Industry Census has revealed it as THE area of focus for marketers this year. Automation capabilities are now even more important than cost when choosing an ESP and success rates are slowly creeping up:  67% of company respondents rated their programs ‘very’…

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