I won’t insult your capabilities by quoting statistics for mobile verses laptop/desktop opening of emails. We all know the argument is over. You should now design initially for mobiles and then expand for other devices, the reverse of what used to be the norm. So how do you go about it? The good news is … READ MORE »
For data to be effective it must be relevant, accurate and current. The most significant benefit of email marketing is that there is no other method of marketing where the three requirements are satisfied so completely. So it might seem a little odd to suggest you should try other ways of obtaining data. There is … READ MORE »
The most useful lesson I learned at art college was that I lacked talent. I was in the same lectures as those with real ability, one or two of whom went on to be quite famous in graphic design. You'd think I'd stand no chance but I completed my course with distinction despite my potential … READ MORE »
I am a regular customer of an international software company. They have a reputation for value for money products, one which I find well deserved. I am a subscriber to their email marketing list and buy two or three items every year. Where they fail is in the execution of their email marketing campaigns. A … READ MORE »
Let me confess from the beginning that all I’m suggesting is that following the data blindly can often be a poor option. For email marketing, data is a tool, nothing more. It needs to be kept sharp, but be careful of stabbing yourself. Let’s say that you want to split test a new email design. … READ MORE »
I think I should admit from the start that I do not drink alcohol. 30 years ago it was something to talk about. Nowadays I find myself part of a group that is increasing in size every year. The only difference between me and these newcomers is that I have an alcohol intolerance. For the … READ MORE »
Have you ever forgotten the obvious items you needed for a holiday? It’s a rhetorical question of course. Who hasn’t started out for the beach looking for a shop that sells sun cream at a price which won’t make you turn red in the face? This is a gap that email marketing can fill. I’ll … READ MORE »
I used to go camping, way back when; in a tent no less. I thoroughly enjoyed it, especially with my new family. However, the first few times I always turned up at a camp site with one or two items gone AWOL. I took to keeping a list, together with a ‘replace by’ date. I’m … READ MORE »
Never go against history. If it did not succeed the first, second and third time, try something else. The past has an inertia that is difficult to overcome. Keeping that in mind, is there any point for having an email marketing campaign focusing on British products? ‘Buy British’ failed in 1931, failed again in the … READ MORE »
Is now the right time for you to change the branding for your email marketing campaigns? There should always be a reason for change, but given the number of free email marketing templates you have available, if you have been running with the same old predictable appearance for email after email, that is probably reason … READ MORE »