Email Analysis

Ways not to ruin a marketing email: #1 – jargon

After reading this paragraph, you might wonder what car mechanics has to do with email marketing lists, but all will be revealed later. I was researching an article on servicing classic cars and was shadowing a mechanic replacing a steering box. He had placed the components he’d removed on a bench I was standing by. … READ MORE »

Say no to newsletters

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 »

Track subscribers to your email marketing lists

In a recent post, we've mentioned how few companies tracked their subscribers’ behaviour online. If this is you then you are missing out on a significant feature of email marketing. Those that do track have an advantage. The behaviour of subscribers to your email marketing list gives you metrics that can be used to segregate … READ MORE »

Do you believe email marketing research?

The internet is awash with reports on email marketing published by various organisations. They should obviously be treated with care and in many cases should be tested in case they are particular. What is dangerous is that most of the shocking conclusions are those which support prejudices. I doubted that most email marketing companies tested … READ MORE »

Counter intuitive A/B testing

Not so long ago my job was to interview potential recruits and to help me I was put on a short course. I was told to only ask questions that I already knew the answer to. Patently idiotic. Also, I have a hearing problem and was told that if I used the memory foam type … READ MORE »

Shaking off the traces in email marketing

Email marketing can feel restrictive. We are governed by statistics. There’s a 5% advantage in doing A, so there’s no decision to make; A it is. This is the sensible option. However, it is not the only way to go. Gut reaction, intuition or instinct, call it what you wish, means you believe something without … READ MORE »

All metrics are not born equal

With email marketing software becoming more sophisticated year on year you will, no doubt, wonder if there is one that is more important than all the others. I'll take an educated guess; most of those involved in email marketing would suggest that the open rate is the one essential. After all, if an email is … READ MORE »

The one return that matters

If you were to run a side by side test of two segmented email marketing lists which differed only in the sending time, and one list came back with a 2% higher open rate, would you then change the sending time for all of the chosen demographic? After all, 2% is a significant figure. If … READ MORE »

The purpose of Subject Line in email marketing

The easy answer to the question ‘What’s a Subject Line for’ is; to encourage a subscriber to open your marketing email. To support that, the way one judges a Subject Line is to compare the returns before and after a change. If the new line increases the open rate, it is better than the one … READ MORE »

How to reduce unsubscribes

Now is an opportune moment to look at those who unsubscribe from your lists. After all, I believe the EU might well have known of the risk of Brexit but seemed to do little about it. You should not make the same mistake. There are two specific times to try and reduce your unsubscribe rate: … READ MORE »

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