Email Analysis

Opportunism In email Marketing

You are, no doubt, wondering how marketing strategies will change due to Covid-19 and which direction you should take in planning email marketing campaigns. Histories will be written on the subject and, as they will all disagree, how can we hope to be definitive? The one thing you might consider is to check for trends … READ MORE »

Go Beyond Simple Email Marketing Metrics

If we want to succeed and sell, we need to garner as much data on the subscribers to our email marketing lists as we can. It’s hardly something that will be a revelation to you, but what you might find surprising is that there is a significant danger of depending on one metric. In other … READ MORE »

How Much Do You Spend On Online Advertising?

It is probable that every email marketing company spends a not so inconsiderable proportion of its marketing budget on online adverts. Everyone else does. Its efficacy is supported by this fact and there’s the feeling that not to follow the crowd without evidence is the way to disaster. I’m part-way through Subprime Attention Crisis, by … READ MORE »

Focus On Behaviour When Segmenting

Forming opinions of people on limited information can lead to predictions which are way off. My son used to play rugby, and his team, up until the current Covid-19 crisis, was doing well in its level four division and hoping to build for a crack at promotion. The players in the first IV, which included … READ MORE »

Depend On The Returns From Your Data

At the risk of stating the obvious, not to mention adding to the problem, reports suggest that, despite the much heralded recent upturn, consumer confidence in February was still low. It is of obvious concern to us in email marketing, but there are positives in the reported success of the vaccination programme. Up until January this … READ MORE »

Should You Go For A Humorous Subject Line?

Sir Robert Mark was the first Commissioner of the Metropolitan Police to work his way up from a foot-patrolling constable to the top police job in the country, a fact that he was, quite rightly, proud of. He certainly repeated it often enough. He suggested to his publisher that the title of his autobiography should … READ MORE »

Ensuring Your Subject Lines Stand Out

I’ve recently received a marketing email from Amazon offering 80 books at £1 each, this despite many of them being offered for 99p. Why not ‘under £1’ in the Subject Line? Moving on, Amazon email marketing is not an unending source of inspiration, but then they probably feel they don’t have to be as the … READ MORE »

Pre-header Text Is The Cinderella Of Email

You might well have noticed a certain lack of professionalism regarding the use of pre-headers in email marketing being shown by the giants in the business. Yet their effective use can, and probably will, increase open rates dramatically. If you don’t plan your pre-headers carefully you are losing sales and therefore profits. I know I … READ MORE »

Encourage Ideas Even If They’re Off-The-Wall

I used to work with a company where a mistake at middle management level could end a career. It was a deliberate policy, the hope being to ensure only those who never made errors were promoted. That’s not how it turned out. Those who ended up pristine were either the best at covering their mistakes … READ MORE »

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