E-consultancy - Matthew Kelleher's Blog

Email Usability � clearly we are no further down this road

Mon, 27 Oct 2008 11:00:00 UT

I had my attention drawn recently to Jakob Nielsen�s latest post on Alertbox, entitled �Transactional Email and Confirmation Messages�.

In his article, Nielsen reports on his findings from a research study into the usability of confirmation and basic trigger emails.�

His conclusion is that, from a usability perspective, they are, in general, shocking (my word, not his!).�

The decline and fall of email for acquisition

Fri, 10 Oct 2008 08:00:00 UT

The use of email marketing to drive customer acquisition is in significant, and terminal,�decline.

Behavioural email � is it just online �ambulance chasing�?

Mon, 9 Jun 2008 09:00:00 UT

�We are not ambulance chasers, people leave our stores empty handed every day and we don�t feel the need to beg them to come back so why should online be any different?�

If anyone takes the time to read these words, I would love your feedback. RedEye has a series of clients�that make a hell of a lot of money and ROI from behaviourally targeted and automated emails.

But we were blown away recently when a prospect said that they would never do trigger emails or basket abandonment work because they perceived it as the e-marketing equivalent of �ambulance chasing�!? Ouch!!

Basket Abandonment - we have to focus on How, not Why

Mon, 17 Mar 2008 11:16:00 UT

More and more the concept of basket abandonment is mentioned as a method for increasing conversion -�be it baskets in retail, quotes in insurance, bookings in travel or registrations in gambling.

Indeed, I am beginning to feel like it has been around forever. The real question for me is how to go from talking about it to actually producing the goods and enjoying the results.

Path Reporting 2.0: Let�s start looking at campaign path reports

Wed, 13 Feb 2008 14:39:00 UT

We�ve all spent the last�five years being told that banners influence search campaigns or that product terms influence brand term conversion.

Do the tools and data exist to properly back up the statements we can see if we were right to believe them?

Relevance - the silver lining of the spam cloud

Mon, 4 Feb 2008 09:30:00 UT

It occurred to me recently that we do not give spammers (and in their turn ISPs) enough credit�for helping to�make email a long-term, credible media.

How so?

Email Suicide � emailing the �emotionally unsubscribed�

Thu, 24 Jan 2008 17:32:00 UT

To keep emailing those individuals now being labelled 'emotionally unsubscribed' may be enticing on the basis that one day they may be in the buying window... but it may also be very dangerous.