Our newest partner, the Internet Advertising Bureau UK promised to keep us at the forefront of all the latest technologies in digital advertising. Well, they’re making good (very good!) on that promise with this first share: a post and a downloadable guide they produced with Return Path that gives practical advice on all aspects of the e-marketing campaign lifecycle, from strategy to reporting.
Now you know why we love our partners!
Guy Hanson, Director of Consulting, EMEA at Return Path and the IAB's Email Council Chairman discusses the release of the IAB's first Email Handbook – ‘Email: Joining the Digital Dots.’
The guide brings together expert inputs from IAB Email Council members, including myself in my role as Chairman of the IAB Email Council, as well as Ryan Hickling (TMW), Stuart Russell (Stream:20), Regan Anderton (Beta), Oliver Spalding (LBi), Clare O’Brien (IAB UK) and Alexandra Scott (IAB UK).
To complement the launch, we also held an extremely successful event at the IAB offices. We had a full house of attendees, which clearly demonstrated the appetite of our members for high quality information that they can use to enhance the performance of their email programs. Feedback was hugely positive and provides us with a strong remit to deliver more in a similar vein.
The publishing of this document is particularly timely. Every now and then we see yet another article predicting the imminent demise of email. And every time the reality is invariably different, with email continuing to go from strength to strength, and currently generating the highest ROI of any online marketing channel.
What is definitely changing is the way brands are using email. From once being largely marketing-based, email now plays a multitude of roles: CRM; transactional; order confirmation; service information; and activity alerts. It has evolved to become the binding agent that provides cohesion between all other online channels. It is no accident that we are now referring simply to the “IAB Email Council” – the marketing element is only a subset of a much larger channel.
The way that the major inbox providers are determining email deliverability is also changing. Generating positive subscriber engagement (and the tools to measure it) is becoming the must-know area of expertise for email program owners. Every aspect of the email lifecycle provides an opportunity to influence engagement. Good data quality produces more responsive lists, optimised email creative ensures more effective calls-to-action, continually testing identifies new improvement opportunities, and new reporting tools measure their effectiveness.
In short, the quest for subscriber engagement is a multi-faceted one that draws on a wide range of disciplines. This new guide from the IAB UK is an invaluable resource for email marketers, providing practical advice on all aspects of how to manage a successful email program - from strategy and planning, to design and execution, and through to the measurement and reporting, that ultimately creates a virtuous cycle of ongoing improvement.