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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.

Thursday, 14 March 2013 10:01

Microsoft email suffers another outage

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Microsoft's web-based email providers Outlook and Hotmail experienced yet more outages last night (Tuesday), theinquirer.net reports.

The tech giant officially opened Outlook last month, despite being available to users seeking to make the switch from Hotmail for months already. Since the official release, however, the services have been besieged with problems, including a number of outages, with some lasting hours at a time.

Email has emerged as the favoured channel for members of restaurant loyalty schemes.

A new poll, conducted by food industry research company Technomic, has indicated that 77 per cent of subscribers to these schemes would prefer to receive reward information via email.

The impressive figure has been linked to the growth in consumers accessing email marketing messages via their smartphones, as many would find it more convenient to load up loyalty rewards in this way.

Tuesday, 12 March 2013 11:26

Optimise email for mobile, claims report

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A change in thinking may be required by email marketing professionals, as new figures outline how more than half of emails sent by brands to consumers will soon be opened on a mobile device.

That's according to the latest Mobile Email Opens Report from data management firm Knotice, cited by warc.com, which studied the rate of email opens occurring on mobile devices in the US.

While 27 per cent of emails were opened on a smartphone or tablet in the second half of 2011, this figure increases to 41 per cent a year later, with this figure expected to reach 50 per cent by the end of 2013.

Not over sending, keeping things short and sweet, writing like a human and including contact information are some of the easiest ways that email marketers can varnish their messages with a personal touch.

These pointers were supplied by direct marketing expert Susan Payton in her latest blog at smallbiztrends.com, aptly titled '10 ways you can avoid becoming an email robot'.

Ms Payton says marketers often ruin their campaigns by rushing through the construction of their messages without really considering what their customers want to hear.

Thursday, 07 March 2013 09:44

Mothers Day impacting online shopping

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Retailers looking to capitalise on the last-minute rush for Mother's Day presents this year may still see positive results, thedrum.com reports.

New research by Experian Hitwise has found that for those heading online to spend money on their mothers, gifts are five times more popular than flowers.

Tuesday, 05 March 2013 09:35

Marketing should react on an emotional level

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Marketing content should be optimised to it speaks to consumers on an emotional level, one expert has claimed.

Writing for econsultancy.com, marketing blogger Ellie Edwards-Scott claimed that, whilst many people believe they are exercising conscious thought when it comes to shopping, the truth could be somewhat different.

Studies claim, Edwards-Scott said, that as many as 95 per cent of all purchasing decisions are made as a result of emotional impulses, which is true of both online and offline shopping.

Monday, 04 March 2013 09:31

Kmart called up on idiosyncratic email content

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Customers of an American retailer have reacted with confusion after a promotional email suggested some more obtuse items, silobreaker.com reports.

Kmart, which sells furniture, toys, clothes, tools and technology, has implemented an email marketing campaign for its 'Shop Your Way Reward' customers. Many of these messages, including the one in question, contain the subject line, "Your Weekly Top Ten Deals Have Arrived", with the email body detailing special deals and offers the subscribers may like.

Tuesday, 26 February 2013 13:06

Triggered emails ideal for capturing interest early

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Triggered email programs can be used to engage with customers in real-time, one analyst has claimed.

Writing for tech.co, email blogger Katya Constantine explained that triggering messages can offer businesses the chance to contact their customers immediately, thereby heightening the chance of engagement.

Triggered emails are ones sent out automatically once a consumer completes a certain action, such as signing up to the mailing list, proceeding through the checkout or abandoning a basket.

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