Posted on May 7, 2013 by Nathalie
If you subscribe to our newsletter and clicked through to read this blog on a smartphone – you might notice a few changes. That’s because we’ve optimised our emails to make them easier for you to read on mobile and, … Continue reading …
Posted on April 23, 2013 by Nathalie
It’s time to trade in the cookie cutter – new dynamic content functionality makes it easy and cost-effective to embrace personalised communications and say goodbye to one-size-fits-all messaging to your audience. Simply set a few rules around the information each … Continue reading …
Posted on April 9, 2013 by Nathalie
To err is human – and no amount of sophisticated technology can change that fact. Unfortunately, for some of us, those mistakes can be particularly embarrassing and public, as the poor soul responsible for accidentally leaking details of 83,000 Christchurch EQC … Continue reading …
Posted on March 26, 2013 by Nathalie
Move over Rupert Murdoch. Today’s brands are increasingly becoming publishers; sidestepping traditional media middlemen to produce their own content directly online. Unlike old-school advertising, content or “pull” marketing is not about pushing marketing messages, but instead draws attention to your … Continue reading …
Posted on January 23, 2013 by Nathalie
If you want to improve the results of your email programme in 2013, don’t overlook the importance of email design in engaging your audience. If you’ve ticked off all of the email design basics discussed in my earlier blog, you … Continue reading …
Posted on November 21, 2012 by Nathalie
Break out the hugs people – in 2013, your most important business relationship may well be with your IT team. Whether we like it or not, the distance that used to separate marketers, with their natural focus on customers, communication … Continue reading …
Posted on November 15, 2012 by Nathalie
Struggling to conjure up copy for that next email? Wish you had a copywriter’s bag of tricks at your disposal? Paul White, Senior Lecturer-Creative Director of Ad Creativity at AUT, recently shared some of his trade secrets as part of … Continue reading …
Posted on November 6, 2012 by Nathalie
Watching TV used to be a delightfully mindless activity; a rare opportunity to zone out and let the latest soap or sitcom take over your brain for a few hours. Not anymore. According to recent US research for Google, people … Continue reading …
Posted on October 18, 2012 by Nathalie
In our time-starved world, it’s well-known that digital marketers have just seconds to cut through the clutter and engage readers. But did you know that merely dodging the inbox cull is not enough? The same time pressure applies even after your email is opened.
According to online usability expert Jakob Nielsen, recipients spend an average of just 51 seconds reading email newsletters. To prove his point, Nielsen used an eyetracking heat map to evaluate how readers view content. Unsurprisingly, he discovered they were cutting corners at every opportunity: reading just the first couple of words in headings to assess whether content was worth their attention, for example.
Rather than fighting this audience ADD – smart marketers are realising it’s better to accept the realities of their customers’ impatience and work with it.
Here are a few design tips to help you win the race against the clock and optimise the uptake of information in those all-important 51 seconds. Continue reading …
Posted on September 19, 2012 by Nathalie
Amazing fact: 90% of the data that exists today has been created in the last two years alone. For many marketers, the volume of customer information now available to them – in everything from social media posts to sales and … Continue reading …