I’ve stored an advert to subscribe to an email marketing list for a little over nine months. It was in an enewsletter, with a hotlink to a landing page for ‘regular offers of products, often at a reduced price’. Whilst I didn’t expect to be offered anything I particularly wanted, I thought I’d give it … READ MORE »
There’s only one way of assessing the overall success of an email marketing campaign and that is by the return on investment. It’s the only metric that matters. However, you need to concentrate on the details rather than go for changes to the total. The function of a marketing email is to get your subscribers … READ MORE »
Some years ago I paid to attend a problem-solving course. In many ways, it changed my life despite the methods I was taught being all too obvious. I was given a model, with lots of sub-routines, but the main thrust was to break a problem into many smaller ones. The model works for wars as … READ MORE »
Complexity Is Quietly Killing Performance There's a pattern across digital products: they start strong, then slowly become harder to use. More features. More layers. More friction. Over time, quality drops. Email marketing is not immune. When email campaigns underperform, the instinct is to add more personalisation, more automation, more design. But in most cases, performance isn't suffering … READ MORE »
Split testing (a.k.a A/B testing) shouldn't be reserved just when email campaign performance drops. In email marketing, consistent testing is how you improve results over time — not fix problems after they've appeared. A practical approach is to create a simple testing cycle: choose one element, test it, apply what you've learnt, then move on to the … READ MORE »
Is There an Optimum Design for Email Marketing CTAs? Short answer: No single CTA design wins every time. What works depends on your audience, your offer and the context of each campaign. The only reliable way to improve performance is to test deliberately and continuously. Why “Good Enough” CTAs Quietly Cost You Clicks? It’s easy … READ MORE »
If there's one principle that consistently delivers in email marketing, it's this: retaining subscribers is cheaper — and more profitable — than constantly replacing them. Acquisition matters, but long-term growth comes from keeping the right people engaged. Why Customer Retention Outperforms Customer Acquisition? Bringing in new subscribers takes time, money and ongoing sweat, tears… ahem, I meant effort. … READ MORE »
Why Personalisation Isn’t Always Straightforward Using “you” in email marketing is widely recommended. It creates a sense of direct address and can make content feel more relevant to the reader. In many cases, it works — improving engagement and making messages feel more personal. However, it’s not universally effective. Some subscribers find direct address overly … READ MORE »
Segmentation is at the heart of effective email marketing. While demographic data provides a useful starting point, it is behavioural, location and psychographic segmentation that truly unlock personalisation — and with it, stronger engagement, higher conversions and improved ROI. Understanding how and why your subscribers act allows you to move beyond broad targeting and deliver … READ MORE »
What is email marketing segmentation? Email marketing segmentation (often referred to as list segmentation) is the process of dividing your subscriber list into smaller, more targeted groups based on shared characteristics. Rather than sending the same message to everyone, segmentation allows you to deliver relevant, personalised content to specific audiences. This is a core component … READ MORE »