There’s a persistent rumour that price is the most important factor in email marketing. Make your product cheaper and the customers will flood to your door. Don’t believe it. It’s nothing more than a comforter for those who don’t really understand what email marketing is all about. It’s not that easy. You don’t pick a … READ MORE »
Personalisation has been proved to be an effective marketing tool. If you build a working relationship with a customer, they are more likely to buy. Further, clicking the unsubscribe button becomes more difficult for them. Automated responses can be a simple way of making your email marketing campaign more personal and what better way than … READ MORE »
If, like me, you search the internet and chat rooms to identify trends of, and worries about, bulk email marketing it is never long before you realise that there is much argument over how to address your subscribers. Should it be by first name, with a 'salutation' or as Dear Customer. Despite the disputes and … READ MORE »
Data Collection and Recording One of the most popular questions is what data to collect for email marketing software. For once the answer is simple and straightforward: as much as you can get. Become a hoarder, although within the limits of the Data Protection Act (DPA). Retain as much information as you can that will … READ MORE »
We've all received promotional emails before. Which kind are you more likely to respond to? The one with your name on it or the one with 'Dear Sir/Madam' or worse still, 'Dear </insert name here>'? Personalising emails increases conversions and maximizes your ROI. It’s a fact. But doing it manually will take you forever. So we've … READ MORE »
Segmentation isn't a luxury in email marketing – it's the backbone of relevance, personalisation, and ultimately, results. Yes, we've covered the basics – location, age, gender, etc. – but if you want email campaigns that actually perform, you'll need to go deeper. This is where the word "could" earns its place in the title. There's one one-size-fits-all approach. Your segmentation … READ MORE »
We recently covered what personal data is, albeit in the form of a brief overview, and there is a lot more to it than can be covered in 500 or so words. Come to that, 1000 words. It’s involved. It’s complex. It can get you into severe trouble with the ICO. It can cost you … READ MORE »
It's tempting. You see a subscriber in 19 and think: "Ah, Gen Z. I know what they want – TikTok, protein power and wireless earbuds." But if you're segmenting your email marketing list based solely on age, you're playing a dangerous game of stereotypes. Let's unpack why that's a bad idea – and what to do instead. The Myth of … READ MORE »
…without begging or crying into a GIF. Let's face it: not everyone on your email list is hanging onto your every subject line like it's a Netflix cliffhanger. Some subscribers ghost you. They vanish into the digital mist. No clicks. No opens. Not even an accidental swipe. And that hurts – because every disengaged … READ MORE »
Email marketing may evolve, but some truths never go out of style – especially when it comes to how we treat the people on our lists. In fact, during uncertain times, these timeless principles become even more important. We’re all under pressure to increase conversions, drive revenue, and do more with less. It’s tempting to … READ MORE »