Posts by Jenna Paton

Customer experience: how to improve key customer touchpoints

How to improve customer experience has been at the top of marketers’ minds for years. We know that customer conversion and retention are based on the experiences we deliver. As brands grow, we start looking for new…

Smart email marketing means better ROI

Email marketing is well known for being a powerful, revenue-generating marketing channel. It’s your main channel for one-to-one communications with your customers. Those who have signed up to receive your marketing are engaged with your brand. They…

Marketing automation for the financial services sector

Financial services are one of the world’s most important and influential sectors. Covering a broad range of activities, the target audiences for finance firms are as varied as they come. Whether you’re in commercial banking, insurance, or…

Email segmentation: how to use segmentation to personalize emails

Email segmentation is the first step towards email personalization, but it’s also so much more. Segmenting your email marketing guarantees that you’re delivering relevant messages. And relevancy is what subscribers crave.   Sending irrelevant emails can readers into…

What is D2C (direct-to-consumer) marketing?

D2C marketing and its popularity is rapidly changing the ecommerce landscape. Cutting out the retailer, companies are manufacturing, marketing, selling, and shipping their own products directly to the consumer.   With expectations shifting, customers prefer more streamlined and…

Marketing automation: how to start automating emails

Marketing automation improves productivity by 20% and can lead to an average increase of 451% in qualified leads. How? Because marketing automation eliminates repetitive tasks and allows you to focus on other parts of your business. While…

First impressions matter most – Why do a welcome program?

Your first impressions matter the most. It has the power to make or break your new relationship with a customer.   A welcome program should showcase your brand while engaging customers. A friendly hello and thank you for subscribing connects…

Email marketing – How to reduce your unsubscribe rate

No matter how hard you try, there’s no pleasing everybody. People will always opt-out of your email marketing.   But that doesn’t mean you should let them go without a fight. You want inactive subscribers to leave to…

Social media marketing calendar 2021

Check out all the random social media marketing holidays to shout about in 2021.

Black Friday 2020: Need to know stats

As we ramped up for the busiest sales day of the year, there were a lot of lingering questions about what it was going to look like and how shoppers were going to behave. Now that it’s…

5 rules to make your emails ‘shareable’

Social proof is a massive driving factor in the buying process for the majority of modern shoppers.  Whether it’s a product review or social media share, customers trust the opinion of their peers. More so than the…

Email marketing: 100 terms you need to know

100 email marketing terms you need to know   A  A/B split test: An A/B split test measures the performance of two variables in your email. For example, two subject lines or two calls to action.   Abandoned cart email: An…

What is customer engagement and why is it important?

And, better yet, how do we do it?   Customer engagement has been a buzzword for a while now. The internet is packed with articles about creating ‘meaningful customer engagement’. At dotdigital, we’re guilty of it too. As a customer…

6 ways to change your email content

Generating content for your email marketing is an ongoing struggle for many marketers – especially those teams who act as email marketers and content creators.   Producing fresh content send after send is hard. Even for the most…

Customer experience: how important is it?

Customer experience (CX) is the key to business success – at least, that’s what they say. A positive experience stays with you. Equally, so does a bad one. To start delivering exceptional experiences its import we understand…

What is B2B marketing?

In this article, you’ll discover what B2B marketing is, understand the difference between B2B marketing strategies, and learn how to engage and convert your business audience.  What is B2B marketing? B2B marketing refers to the marketing of…

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