You’ll know by now that Team PC love a stat – and the bigger the numbers the better. So here goes…
By 2023, there will be an estimated 4.3 billion global email users, according to Statista. That’s a lot of users. It won’t surprise you then, that with that number of users, email continues to rank as the most effective method for companies to communicate with their customers. As marketeers it has to form a significant part of your marketing strategy.
However, today’s consumers are becoming more particular about the type of email they will engage with. The marketplace is crowded and only those emails that are crafted with precision and research are the ones that are more likely to lead to a positive outcome for brands.
There are huge technological advances coming our way – from automation to advances in the Internet of Things. So how can you ensure that you get the best out of your email marketing and stay ahead of the curve?
Many businesses aren’t capitalising on email’s full potential or the insights and technologies that are readily available through many email software programmes. However, they are fundamental in delivering the most effective, relevant and impactful communication.
Since most users tend to look at promotional emails in the same light as spam, future email marketing campaigns should aim to be more personalized. It’s also a fine line between too much promotion resulting in increased unsubscribes but not enough and people forget about your business and/or brand.
How people now access the internet has changed dramatically. What started as browsing on your desktop has developed to the majority of emails being read on a mobile device. Mobile email clients now dominate the list of top platforms for reading emails, with according to Litmus Email Client Market Share data. That’s not even including email being viewed on wearables such as the Apple watch.
Email marketing methods that make the message work more like a website and are easily accessible on mobile devices will become the norm.
Therefore, the design of any email campaign needs to instantly engage the customer.
Marketeers want results. You want to track the success of a campaign, one that you have created and worked hard on – building a personalised 1-to-1 message. Creating a picture of each individual customer will drive loyalty. Customers will see that you have taken the time to understand them rather than using a broad-brush approach and in turn this will increase loyalty and engagement. However, privacy laws are more and more apparent and there’s a chance that customers can and will, exercise the right to opt-out of tracking, click through behaviour and other data.
This will put the onus on marketers to explain to customers why sharing data back to brands will result in better subscribers’ experiences.
The Internet of Things (IoT). Well, it’s amazing but also a bit scary. We will soon see the day when you run out of milk, your smart fridge will email your supermarket app, adding milk to the shopping list. And when you go to the supermarket, the receipt will be emailed to your financial software app. Whaattt?! All machine-to-machine email messaging, potentially creating trillions of messages a day. This email evolution will have a huge impact on our day to day lives and companies who do it well will reap the rewards.
As we mentioned earlier 55% of emails are opened on mobile devices. The effect of this on email design has been profound. Copy will have to be shorter, snappier and instantly engaging. Add to this a call to action and you’re done! Short and sweet really but will they be effective? Consider what happens when people start to read their emails on smart watches and smart fridges. It’ll be a one-liner. On one hand it saves time but on the other, it had better be effective for customers to read and engage with it.
Ultimately, marketeers need to approach email with a flexible attitude and be prepared to experiment. Email will continue to evolve and embracing these changes is key to a successful email campaign.
If you would like to talk to us about your next email campaign, please do get in touch. We’d love to hear from you.
One of the earliest marketing lessons talks about market ‘saturation’. Usually, market saturation means success. But what about when it comes to digital advertising? In this case saturation has led to digital ads becoming ‘white noise’ or wallpaper to consumers.
We like to think that everyone has an element of creativity but how it is executed is the challenge. Having a microwave doesn’t make you a chef.
Clients will often have great ideas that are a starting point for a campaign, but a designer’s job is to make that idea come...
Time is money so the saying goes. It’s an old phrase but it’s still relevant when we talk about an online presence.
Do you know how long do users stay on your website? Recent stats tell us it’s less than 15 seconds on average.
We have long said content is king. That has not changed over the last few years; however, it gets harder to create content that engages with your target audience. Do you continue to churn out content or do you look at getting the most out of what you already have?
Edinburgh’s most trusted plumbing & heating engineers, Scott Findlay approached us earlier this year as they wanted to create a video to let customers know what to expect from their team.
“There is one more thing – it’s been emotional…” 10 points to those who can name the film that comes from?! *
It’s December folks which means there’s a deluge of Christmas advertising – which actually started right after Halloween.
January. Already. Time seems to be flying in as quickly as marketing trends are evolving.
2020 and 2021 saw brands re-evaluate their activity, ensuring online activity became a priority in order to reach their customers...
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Collaboration - the action of working with someone to produce something.
cooperation • alliance • partnership • participation • combination • association • concert • teamwork • joint effort • working together
There’s new ‘c’ word this season… Collaboration. From fashion to medicine, customers are realising collaboration is the way forward.
Rather like the important ‘c’s’ when looking at diamonds, collaboration has it’s own ones. They are the basis for any good...
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Brand love – is that really a thing? Think Coca-Cola vs Pepsi, Android vs Apple. There’s some hardcore loving from some of their customers. But those brands have spent a long time creating the fundamental requirements for a relationship – trust, loyalty and respect.
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Launching a website is always an exciting time. You’ve put in all the hard work – now you get to show it off to the world and start receiving visitors.
However, it can also be a stressful time. How do you know that you haven’t forgotten something important?
With over twenty years in the jewellery business, Clare Blatherwick is one of the most experienced jewellery professionals in Scotland. Before launching her business in 2017, Clare spent 10 years as Head of Jewellery in Scotland for Bonhams, one of the world’s largest auctioneers.
Video production has often been perceived as an expensive marketing communication. However, video content can be created in your living room (and may well be until we get back into office life!). Think about YouTube and podcasting – these are easily created and uploaded.
Every great project or campaign should start with a great design brief. But this is not always the case. Over the years, we’ve seen some brilliant briefs and some not-so-brilliant briefs. Every project aims for success and by putting the right brief and processes in place at the start, it should...
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A year is a long time in politics apparently. But it’s also a long time in terms of websites.
If your website is anything over one year old, then it definitely needs refreshed. If it’s over 2-3 years old, it may well need revamped entirely.
Who remembers Google's logo before 2015? Really? Animation was starting to creep into marketing and in 2015 Google introduced its new animated logo marking the beginning of a shift change in online branding. Since then, there has been a steady increase in the use of animation.
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18! That means we’re grown-ups now right? We like to think of it more that we started out as a fledgling business and we have matured and evolved over the last 18 years. It’s been a great journey so far – in fact, we still have our first client that came on board 18 years ago.
Well this has been an interesting / challenging / what just happened (delete as appropriate!) few months…
But we are seeing a glimmer of light of what we think is the new normal.
Hands up who’s heard of Albert Mehrabian? To be honest, neither had we until we started looking into various types of communication.
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Don’t panic, we’re not channelling ABBA. Well, not today anyway.
We were recently approached by a new client, looking to change their company name. Ooh that’s a bit risky we hear you gasp. Well yes. And no.
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Bruce Stevenson has been one of our longest standing clients and we have evolved the look and feel of the business over the last 8 years.
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All we’re hearing today is about blue Monday and how it’s the most depressing day of the year. Pah!
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We were approached by this family run paint and wood finishes company based in Glasgow. The business started out 1877 as a producer of the highest quality of wood finishes. It has since evolved and is also now a commercial paint supplier.
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We’ve talked about the value of investing in a slick, user friendly website. But looks aren’t everything. Scratch the surface and you may find that underneath, your site isn’t as good as it looks. What you wanted to create was a site that engaged visitors but how do they find you in the first place?
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Have pen, will travel. Think about it, how many times have you been given a pen by a supplier or client? Or how many times have you inadvertently picked up a pen and popped it in your pocket after using it? Not in a kleptomaniac sort of a way – but more as it’s an automatic reaction.
“Knowledge is of no value unless you put it into practice”
Anton Chekhov must have known a thing or two about knowledge graph panels. Or maybe the 19th century was a bit early…
We find that many of our clients aren’t...
Not Duran Duran. But content, a necessary but difficult part of website creation and management. Your website needs it, but how do you get it, who writes it, and how much do you really need?
You may have noticed in our last insights article that we shared our love of print. We’ve spent years understanding the process of print and learning more about finishes and stocks. But, for the uninitiated, it can be daunting to try and work out what print will work best for your project.
You’d be forgiven for thinking that print is a dying industry.
We can all hark back to the days when direct mail became the scourge of marketing. Customers were overwhelmed by the amount of ‘junk mail’ they received through their letterboxes or in...
It’s been over 40 years since the first email was sent. No one could have predicted the effect this would have on the way we work. Email marketing exploded in the mid-nineties and it remains one of the most effective ways to engage with, and generate revenue from your customers...
Easter egg hunts are always fun. Being on the hunt for, or managing, several agencies to work together is definitely not fun.
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The explosion of websites in the mid-noughties was unlike any other marketing initiative we had seen. At the end of 2018 there were a reported 1.8 billion websites in the world. Of these, less than 200million are active.
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Design isn’t just about your logo or how you decorate your office, it’s a way of thinking and allowing your business to thrive, creating new products and developing relationships with new customers.
Too many of us follow the crowd. We stick to the rules. We conform.
Yet, we know that creativity makes the difference between a mediocre business and a great one. The difference between success and failure.