Email Analysis

Suspect The Agreed Truths Of Email Marketing

It’s one of the most repeated rules of testing in email marketing; only test one criterion at a time. If you test two, the results are no longer statistically clear and precise, which is the what makes testing such an essential tool. Do it properly and you know. Anything else is a guess and will … READ MORE »

To succeed Is To Ignore Received Wisdom

That’s pretty good advice. We should check everything, and without evidence to confirm, check again. Mind you, every once in a while a report surfaces which does little more than confirm one’s own prejudices, and you wonder whether it’s another case of research from the University of the blatantly obvious. I’ve recently read a report, … READ MORE »

Does Psychological Pricing Really Work?

It’s an accepted truism in email marketing that sticking a 9 or a 5 at the end of a price brings more customers than rounding up. No one argues with that basic fact and so we continue to knock off 1p or 5p. Ludicrously, when I sold my last house, the estate agent set the … READ MORE »

Has The Behaviour Of Our Subscribers Changed

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 »

Make Use Of Your Historic Data

We all want to know if the pandemic and lockdowns have damaged email marketing. After all, we need to be fully aware how it has affected our businesses.    The first thing to concern us is whether we should change our methods. Most reports suggest that subscribers’ behaviour was modified to cope with each crisis, … READ MORE »

Don’t Try To Predict Email Marketing Trends

I always do it, despite knowing there is no benefit. I learn nothing, it doesn’t improve my email marketing performance, and it does nothing for my mood, yet every year I go over any predictions I made the previous January. I do manage to drag something from it. 2021 consisted of a series of incidents … READ MORE »

Profiling Subscribers Like The Detectives

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 »

Use Auto Responders Appropriately

In the last five weeks I’ve lost two contracts. I’m not after your sympathy or advice; it happens, although more frequently nowadays. Both were expected. On the positive side, it’s given me an opportunity to do a bit of housekeeping, although I haven’t hoovered under the bed. I’ve concentrated on email marketing peripheries. I’ve gone … READ MORE »

Are Your Email Marketing Returns Falling

Many of us must feel we’ve become experts at noticing when performance has, for no apparent reason, dropped off. We’ve all struggled with such problems all our email marketing life. All of a sudden the percentages are lower, ROI is down and no matter how closely you study the circumstances, you can’t fathom why. One … READ MORE »

The Addictive Lure Of Email Marketing Statistics

There is a dichotomy in the way I view statistics. They are probably the single most important aspect of email marketing, giving it its class leading return on investment, one that has been consistently high year after year. On the other hand . . . If you were to ask me how much faith I … READ MORE »

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