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Direct marketing expert Dianna Dilworth is urging brands to study how Amazon conducts its email marketing activity and to try integrating a few of its trademarks in their campaigns.

The Washington-based online retailer made over $60 billion (£38 billion) in revenue last year, a success which has been helped along by its multinational advertising efforts. Email is a key focus of the company's marketing department and Ms Dilworth believes many brands can learn from their strategy on the channel.

Fueled by improvement in the wider economy, a new report shows advertising spend around the world growing by 3.9 per cent over 2013.

The Global Advertising Forecast from market researcher ZenithOptimedia finds that internet advertising is supplying most of the growth in expenditure and will finally overtake spend on print advertising by 2015, reports thedrum.co.uk.

ZenithOptimedia says marketing through online channels, which include social media, email marketing and search engine optimisation (SEO), will grow by 14.4 per cent up to 2015. Traditional media on the other hand, including print media, will only experience 1.6 per cent growth during this period.

Personalising messages and targeting a specific group of users is a sure fire way to avoid low open rates in email marketing campaigns.

Retail-digital.com writer Malcolm Duckett highlights that in a world where companies send mess, generic emails to thousands of subscribers on a daily basis, there's an opportunity for intelligent brands to put themselves above their competition by applying the personal touch.

Wednesday, 17 April 2013 09:05

Yahoo 'unboxes' email through new tablet app

Yahoo is looking to take full advantage of the space available on tablet screens through a new mail app.

The company has been under pressure in recent years to demonstrate its value to users, many of which can new be found accessing its services via mobile device. Seemingly in retaliation to the market shift, Yahoo has released two new mobile apps - for weather and email - which hints at a heightened commitment towards the devices.

Direct marketers may wish to revise the timing of their messages as a new study proves that Brits aren't waiting until after 5pm to shop over the internet.

In fact, according to a poll of 1,001 adults from Sheilas' Wheels home insurance, Brits spend an average of £314 a month on the web during working hours. This equates to a staggering £3,687 a year - 14 per cent of the average salary, leaving little money for shopping over the weekend.

Marketers using email to reach out to prospective customers will find it hard to overdo or underdo their activity, as every campaign requires a different approach.

This is the view of Gunjan Ghai, vice president and head of direct marketing & product development at Tata AIG General Insurance, who says companies are free to do what they like with a highly targeted response.

Indeed, while Mr Ghai claims it's near on impossible to overdo email marketing, he scorned the technique of sending out bulk messages to an entire database in an interview at business-standard.com.

British workers see a grand total of 10,000 emails pass in and out of their accounts every single year, according to new research.

This is a result of the average employee sending and receiving 40 messages per day, with one in 12 seeing as many as 100 interactions within 24 hours.  

Out of those surveyed by Warwick Business School, yahoo.com reports that one in ten workers are attached to their computer or mobile device for their entire day at work, while 57 per cent even admitted to logging into their inbox outside of their contracted hours.

Search engine optimisation (SEO) and email marketing might go about their roles in different ways, yet direct marketers should understand that the two are far from unrelated.

Search tools like Google and Yahoo! don't index emails quite yet but econsultancy.com writer Michael Linthorst says there are many lessons that direct marketers can take from SEO.

For instance, as reported by seoconsult.com, sites gaining the SEO treatment are often stripped of their flash content as engines don't take kindly to forms of scripting. Similarly, the majority of email clients have trouble loading messages that have been composed with scripts. This means emails that steer away from JavaScript and stick to basic HTML could have a better chance of converting.

Many email marketers believe that subject lines are designed to increase open rates, but the best brands use their first lines of text to convert as well.

This is according to direct marketing expert Carolyn Nye, who used her most recent post at practicalcommerce.com to explain the art of subject line testing and why companies should look to conversions to determine the real success of their campaigns.

Direct marketing firms wishing to advertise their products and services to British students must consider what their targets are going to be doing at the time of deployment.

This is according to Keith Parkman, head of sales at UCAS Media, who claims that although nearly all students are susceptible to mobile marketing messages due to their ownership of a smartphone, they have little time to read each update through.

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