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discussion Are You Distracted by the Wrong Email Metrics?

There is a difference between the email metrics aligned with business success and those that manage the campaign process. Here's how to focus appropriately. [...] [more]
iterable.com    Intelligence

tactics Yelp tests offline attribution using guest WiFi and email matching

Yelp used a one-day attribution window for exposed users who didn’t click on ads and a 30-day attribution window for users who clicked. Yelp didn’t use individual customer transaction data to calculate ROI, but used average ticket value and table size data supplied by Jack Astor’s. Email addresses of registered Yelp users were matched with email addresses provided to access guest WiFi in the restaurants. Given this approach, it’s possible that some users who saw the ads and went into Jack Astor’s [...] [more]
searchengineland.com    Intelligence, Marketing

stats Modeling Time to Open of Emails with a Latent State for User Engagement Level [PDF]

Email messages have been an important mode of communication, not only for work, but also for social interactions and marketing. When messages have time sensitive information, it becomes relevant for the sender to know what is the expected time within which the email will be read by the recipient. In this paper we use a survival analysis framework to predict the time to open an email once it has been received. We use the Cox Proportional Hazards (CoxPH) model that offers a way to combine various [...] [more]
google.com    Intelligence, Openingrate

discussion Building Artificial Intelligence Into SendGrid: Our Journey So Far and What It Means For You

As we began our AI exploration, we started by asking ourselves how AI could help us, for example, to: Identify and block spammers who are attempting to open a SendGrid account; Encourage and guide all customers to use sending best practices; Deliver alerts and insights to customers when an aspect of their email program needs their attention [...] [more]
sendgrid.com    Intelligence, Spam, Deliverability

discussion Emarsys Revolution 2017 Videos [VID]

Get a Glimpse of Revolution 2017. The brightest minds in marketing met in Berlin to discuss the latest strategies and tools they are using to find success. Watch their sessions below and gain invaluable insights that you can't find anywhere else. [...] [more]
emarsys.com    Automation, Event, Intelligence, Marketing

discussion How to Optimize Your Algorithms & Automation for Personalized Marketing

Having data is great, but what the machines really need is quality data. When you’re working in an automation center, you’re able to create campaigns without thinking about all of the heavy lifting and data processing that is happening in the background to make it successful. For example, our automation center offers a visual representation of how the dots of a customer journey are connected — bridging data points: events, subscribers, consumer actions, and your marketing activities. [...] [more]
emarsys.com    Customization, Intelligence, Sendtime

discussion Actionable Email Intent Modeling with Reparametrized RNNs [PDF]

for its recipients. We propose to annotate these emails for what action its recipient will take. We argue that our approach of action-based annotation is more scalable and theoryagnostic than traditional speech-act-based email intent annotation, while still carrying important semantic and pragmatic information.We show that our action-based annotation scheme achieves good inter-annotator agreement. We also show that we can leverage threaded messages from other domains, which exhibit comparable [...] [more] 
arxiv.org    Intelligence, Marketing

discussion How your attribution model is skewing your subject line tests

When do you stop counting opens or clicks generated by the email? Do you stop attributing after a day, week or when the next email going out? As we showed before, even straight forward and very measurable actions like an open or a click come with a sting in the tail. Open Later Click Later or Buy Later, which begs the question. How late is later? The chart below taken from an attribution audit conducted by Alchemy Worx for a large retailer. We analysed every campaign sent over a 3 month period with [...] [more]
linkedin.com    Intelligence, Multichannel

discussion 7 Ways to Future-Proof Your Organization With Data Driven Marketing

1. Embrace Data Science. Businesses like MailChimp, Uber and Amazon (among countless others) have all embraced data science as a way of uncovering hidden opportunities for many different business units, including marketing. As the VP of Product Management (and previously the Chief Data Science), John Foreman says, “The data science team at MailChimp leads from the back in this way — constantly finding ways to serve other teams and our customers using analytics and data-driven products.” [...] [more]
oracle.com    Intelligence, Trend

discussion Artificial Intelligence & Email Marketing - Part 2

We work on some of the most complex and advanced email programs in the world. We’re always looking for ways to innovate and improve our customers’ programs. After working with OneSpot for years, we believe the personalization technology company is changing the game with machine learning and its practical application for email programs. I recently sat down with several members of the OneSpot team to get their perspective on the AI landscape and what their technology offers the modern marketer. [...] [more]
trendlineinteractive.com    Customization, Intelligence, Trend

discussion Artificial Intelligence in email - 4 steps to your AI grand design [PDF]

1. Identifying the right audience Working out the best person or group of people to put the defined message in front of. Who should see your Facebook Ad? Which visitors to your website should see that product? Who should receive an email from you today? 2. Identifying the right message for the audience Working out what message is the best one to put in front of the defined group, and even creating the messages to put in front of them. Should they get a message about trousers or jumpers? Will they [...] [more] 
dotmailer.com    Intelligence

tactics New Inbox Insight feature 'Browse Campaigns' from Return Path

The email search engine includes background information on every message. Marketers can see the full email creative, examine details on the email sender, and access campaign performance metrics like read rate and inbox placement rate. Return Path customers can also save and download favorite campaigns to access at a later time. Marketers can also choose to search emails by date range, which could prove very helpful to email marketers that are eager to investigate -- and mimic -- the top-performing [...] [more]
returnpath.com    Intelligence, Tool

tactics Weekend bias in send time optimisation

Own the assumptions of your algorithm and measurement process as real life will always be different from the lab and you want to measure your results, even if you know your model oversimplifies the reality. Think about alternatives of A/B testing, not only for making decisions but for measuring your existing algorithms as well. You might have problems either with your machine learning algorithm or with your measurement process: watch out for both! [...] [more]
craftlab.hu    Intelligence, Test, Sendtime

 tactics Getting Email Marketing Credit Where Due: Attribution Ideas for Every Business

A few months back, I wrote about using data to determine the timing, content, and impact of your email marketing campaigns (See: 6 Steps to Putting Data to Work in Email). In the last few months, the element I find myself discussing most with colleagues and clients is the latter: What data can we use to attribute the impact of our hard working email marketing campaigns? When it comes to challenges in attribution, I’ve heard it all: [...] [more]
onlyinfluencers.com    Intelligence, Marketing, Multichannel

tactics Martech sales prospecting with Notablist

Finding Brands That Use Techology X. Finding what you need in Notablist is as easy to typing what you’re looking for. Search suggesters guide you to the result. For instance, lets say you’re looking to find brands that use MailChimp to send their campaigns. Begin by typing mailchi and you’ll see search suggestions like the following: [...] [more]
notablist.com    Intelligence, Tool
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