Email Analysis

Something new for the New Year

I am no big fan of New Year’s Resolutions. In this I feel I am joined, albeit a week or two into January, by those who do set themselves such targets. It felt a positive thing at the time but, experience shows, it normally fails. I am no big fan of target setting either, specifically … READ MORE »

Seven landing page essentials

With the current heavy emphasis on subject lines and the design of the email proper, landing pages have become the Cinderella of the email marketing world. As long as subscribers click through it seems as if everyone is happy. Yet the conversion rate is probably the most important statistic you receive. Just to clarify, the … READ MORE »

What’s so good about your landing pages?

It can be useful to leave the confines of email marketing when looking for ways to improve performance, even into sports science. The senior coach with my rugby team will, if we lose like last Saturday, demand of each player in the huddle after the final whistle: “What did you do well today?” No glib … READ MORE »

Not so random email marketing

In previous articles on testing the suggestion has been that you should divide your email list randomly. This is, statisticians reckon, impossible but the best you can do is good enough. However, there are times where it can be beneficial to be partial. If, for instance, you are disappointed to find that your click-through rate … READ MORE »

HTML email testing example

We’ve described the theory of email testing over the last couple of weeks but you will, no doubt, appreciate a walk through. We will assume you have seen stagnation in your click-through rate over the last few email marketing campaigns. Whilst it hasn’t got worse, your past data suggests that you should expect rates to … READ MORE »

Basic Testing Methods

Testing all aspects of your email campaigns is the only way of ensuring you extract full value out of your email marketing software. The statistics that emerge are clear, precise and, unfortunately many feel, inarguable. Testing proves, and that is its strength. You will be able to access a considerable quantity of data through your … READ MORE »

Testing in Email Marketing

Testing is an essential in email marketing. Unless you test and test again you will not only fail to realise the full potential of any campaign but you will also lose a lot of ground to your competition. It is easy enough to ensure that your tests give accurate and useful data. The most common … READ MORE »

Myths of email marketing

Accepted wisdom is as much a danger to email marketing as any other industry. I was taken to a small animal zoo when I was a kid and presented in front of a vivarium over which the word CHAMELEON was displayed in various colours. Our guide told us that it was an exceptionally clever animal … READ MORE »

Don’t believe anyone in email marketing

This is especially true of those who are prescriptive and, whilst I find it hard to say this, it includes me if I say you must do it my way. This is not to suggest you should not go on reading this post, in fact, just the opposite. This is a warning against assuming that … READ MORE »

A good idea

Whilst there are many initiatives which will radically improve your email marketing, waiting for inspiration before embarking on a campaign is probably a bad idea. So look for what works for others as these systems will probably work for you. You might think that an article in the International Journal of Hospitality Management dealing with research … READ MORE »

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