There are many ways to upset your email subscribers. But one surefire method? Make it painfully hard to reach you. This isn't theory – it's what happens when user experience (UX) is designed like a trap, and customer support vanishes into thin air. Want to create email marketing that effectively pushes people away? Of course not. … 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 »
It is all too easy to assume that the big firms in email marketing and data collecting would have, if not legions, then at least sufficient sources of legal advice. You might think it would be perfectly fine to copy their methods without going to the bother of checking the law yourself. I am reliably … READ MORE »
Let’s make one thing clear: nothing in email marketing is definitive and the best you can hope for in the way of guidance are ideas to test. You probably know that anyway, but it bears repeating. You are unique. The next thing to make clear is what a Call To Action is. It’s nothing more … READ MORE »
I can’t have been the only person searching the Internet using ‘how has email marketing changed during the pandemic’, reading a few of those presented, and then wondering how this affects us in general, and of course, me in particular. We are all selfish when it comes to business. We should be. In trying to work … READ MORE »
We must accept one point: everyone is an individual. It’s impossible to decant them into specific compartments. Segmenting your email marketing lists is not simple, but can be accurate and worthwhile. I’ve often referred to the old-time sales staff who would be in face-to-face contact with the customer, and have used their techniques as an … READ MORE »
I’m firmly of the opinion that you can learn more from what you do right than from email marketing mistakes, and looking at the methods of those companies that have been successful is the way to go. Mind you, sometimes you just have to highlight the errors. At the end of November, I received an … READ MORE »
Lockdown has meant I’m seeing more true-crime programmes on TV. I get excited when the detective gradually hones in on the offender by using all the tools of his trade, including, on occasion, a profiler. We do of the same in email marketing. Another description of profiling is building a persona. We tend to have … READ MORE »
If I was to tell you that I know a way of encouraging 71% of your subscribers to make more purchases, 61% to recommend you to friends, 41% to join a loyalty program and 40% to write positive reviews comments, you’d either bite my head off to get at it or think it was a … READ MORE »