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When users visit your website, receive one of your emails or interact with any other piece of web-content relating to your business you are ultimately trying to drive them to complete your calls to action.

Every businesses calls to action on the web may well be different but will certainly be things along the lines of checkout, download & register - and they will depend on what type of products and services you provide.

Whatever it is you are trying to get your users to do they will fall into (for the most part) two camps. Those that did perform your call to action and those that didn’t.

The clever thing to do once you know which camp the user resides is to capitalise on that insight and expand the opportunity automatically by triggering an event of follow-on marketing activities such as a number of automatically sent emails over a period of time, a request (or a number of timed requests) to another application to send an SMS message for example, tag the user so you can learn more about what they did or didn’t do, organise your users into lists.

All these things help you maximise the potential of your marketing which in turn can drive up repeat business and help you to grow and retain more customers.

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Data is often viewed as boring and just about the numbers. The truth about data is very different - it is alive with creative opportunity to help brands make their marketing more engaging and effective.

We were invited (along with Oracle & Experian - amongst other big names),  to present at a recent event discussing this topic and to answer big questions on

• How to connect the new data generated by digital marketing with traditional transactional databases.
• How to develop a genuine 360 insight into your customer by using multiple information sources.
• How to make the most of new forms of targeting: behavioural, location - based and by recommendation.
• How to measure effectiveness and optimise budgets on this new data landscape.

Over the next few months we’ll be running a series of articles on our blog to help you find answers to the questions above to help you become more creative with your data and to get the most from it.

If you have time then it’s worth taking a minute to have a look at the presentation we ran on the day - http://www.ipa.co.uk/Content/Content-from-Being-creative-with-data-25th-November

…our technical director Dave also has a spot on the video interviews - http://www.ipa.co.uk/Content/Content-from-Being-creative-with-data-25th-November

Watch out on Twitter or our blog for the first article in the series. (…and don’t forget to sign-up to our monthly email)

You’re probably not sure how to go about doing this for your email campaigns without analysing data, creating segments, multiple sends and so on…

But now… using A/B split testing you can take the pain away and automate the decision making process to acheive improved campaign results.

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Email marketing is still one of the best ways to communicate and to build a relationship with your customers but that said, a common question has always been - ‘What are the advantages of using a specialist email marketing service rather than sending emails using my PC?’

Well, there are a lot of advantages. I know you’re thinking ‘Of course there are!’ but before you make your own mind up have a read of the points and considerations we’ve put together. All of which should help you in the decision making process of deciding whether to use a specialist service like ours.

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Each year, marketers are faced with the question of how they can increase response and conversion rates to drive revenue and at the same time reduce overall campaign and delivery costs.

In other words, ‘do more for less’. To achieve these objectives, organisations are re-evaluating communication strategies and deploying relevant marketing technology to drive higher returns on campaign investment.

Over the past seven years, neteffekt has worked with a large number of companies to help them achieve these objectives. From working with our clients we’ve built and a lot of experience and as a result we’ve created ten top tips for increasing campaign return on investment.

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