I’ve taken time away from researching email marketing and have been concentrating on newsletters. I mostly subscribe to those from email marketing companies, but I’ve also included those for my hobbies and local interest. In normal circumstances I open around 70% of them, and have built up quite a knowledge of what makes the difference … READ MORE »
I subscribe to quite a few e-newsletters, some for my hobbies and many more for research into email marketing. In the former, I forgive mistakes because most are run by amateurs, and doesn’t it show, who have something to say about my hobby. For research, I expect companies to show professionalism. It’s remarkable how many … READ MORE »
Most subscribers devour newsletters. Unlike marketing emails, when they see one in their inbox, they’ll put them to one side to read at leisure, probably with a cup of coffee and biscuit. Their brain will be at its most receptive. With defences down and scepticism hibernating, they are typical of a newsletter reader. It is … READ MORE »
You are, hopefully, aware that you should not use newsletters to indulge in overt email marketing. What seems a little odd is that so few companies are willing to exploit email marketing to improve customer experience by, for instance, giving helpful information about products subscribers have bought from them. It is a type of personalisation. … READ MORE »
Three of my favourite magazines have ceased publication in the last nine months, with the problems of Covid-19 and lockdowns identified as the cause. It brings the total over the last 14 months to four. Casual purchases, it would appear, by people browsing in newsagents was a significant proportion of their sales, plus the drop … READ MORE »
We’ve recently explained some of the legal niceties of the use of images in email marketing. Copyright is a subject that is impossible to cover with any degree of detail in five hundred or so words. You need a legal library. That does not mean the only options are to use image libraries or Creative … READ MORE »
Just as Thor thought that every problem in the world could be solved by hitting it with a big hammer, those who think newsletters are a good idea tend to suggest that they solve most of your email marketing problems. Whilst out of the two, the latter has more evidence to support it, the fact … READ MORE »
We’ve said it before but that’s no reason for not saying it again. Email marketing is about exploiting all forms of interaction with your customers, actual or potential. Social media, forums, websites, counters etc should all be used to support email marketing. You might notice I’ve left out newsletters. Successful newsletters require a lot of … READ MORE »
The vast majority of companies involved in B2B marketing have e-newsletters. The majority of these seem not to target them in the same way they would an email marketing campaign. They are missing a trick. All the reasons to segment lists go equally for e-newsletters as for email marketing campaigns, the only difference being that … READ MORE »
I don’t shine at meetings. It was with some reluctance that I attended one early this week to put forward a suggestion. It was for an e-newsletter to fit in between our bi-monthly magazine, my fear being the two month gap might be a big enough hole for competitors to exploit. I was then hit … READ MORE »