White Papers

These white papers are intended to provide advice and guidance to Marketing Professionals.

Latest white papers from Dave Chaffey:

1. Customer Data Management Strategy:

   Makeing your emails more relevant through smarter data integration. Do you have a strategy for data management to support your email marketing? Do you measure the quality of your email lists and more importantly, the business value you are able to generate from them? Email marketing is viewed within some enlightened companies as a strategic communications asset where data quality is managed accordingly. But in many other companies, email marketing is seen instead as a tactical activity involving running different email campaigns to meet short-term targets of leads, sales or customer engagement.

2. Creating an Email Marketing Engagement Strategy:

   How to keep your audience engaged through more targeted, personal communications. While leads and sales contribution from email may be increasing as subscriber numbers grow, the picture is less healthy when normalized responses or sales per 1,000 subscribers are assessed. Increased frequency and an increasingly competitive inbox can often lead to response rates and returns falling. This can lead to pressure to increase email frequency to maintain the contribution from email or to invest time in social media where the reach is often lower. But the secret to success is not to email more, but to email smarter and that’s the focus of this best practice whitepaper.

smartFOCUS white papers:

1. Segmentation White Paper:

   This white paper is intended to provide advice and guidance to marketing and analytics professionals who are seeking to segment their customers and understand the key areas to review when considering a segmentation project.

2. Increasing ROI through Optimisation:

   Beat your own campaign before someone else does. Optimisation should be an essential part of the smart marketers’ day to day activity. Optimising and testing online campaigns should come as naturally and consistently as collecting and managing data, developing content and campaign creative. That way you can ensure you get always get the best possible response.

3. Think you know how many customers you have:

   Advice and guidance on gaining more insight into your customers and understand the key areas to review when considering the creation of a Single Customer View and the results they will obtain. In today’s modern world, information and especially statistics are abundant, with spokespeople of companies and organisations using them frequently. Often with these statements numerous figures are provided, all of which are correct, but depend on how you define the counting rules.

4. Optimising Campaign White Paper:

   Tips and advice on optimising your communication strategy. Marketing professionals in the current climate are continually required to justify and prove the success of their communication strategy. The success of their communications can be measured in many ways depending on the strategic objectives of the business