Email Campaign Management

Follow Orwell When Writing Your Copy

Whether we should conform to the rules of English grammar in our email marketing copy is a question that comes up time and again. We work within constraints not suffered by most writers, so rules, both explicit and accepted, might not help us in our requirements. We are not short of advice. Here’s some more. … READ MORE »

Do-It-Yourself Copywriting

I have a close relative who runs a copy agency, employing a dozen or so creators, each concentrating on a particular subject. Others are called on as and when required. The latter includes me. If her dedicated creator struggles with high demand, I get a phone call.  She was worried that contracts might slow given … READ MORE »

Make E-newsletters News Again

I subscribe to quite a few e-newsletters, some for my hobbies and many more for research into email marketing. In the former, I forgive mistakes because most are run by amateurs, and doesn’t it show, who have something to say about my hobby. For research, I expect companies to show professionalism. It’s remarkable how many … READ MORE »

The Desire To Conform With Email Marketing

The need to conform is an effective technique sales staff use when speaking with potential purchasers. It’s a gift that keeps giving. Much research has been conducted on it over recent years and some of the findings have been remarkable. Look it up. While it is fascinating, you might be wondering what it has to … READ MORE »

Don’t Blindly Follow Best Practices Or Rules

Anyone new to email marketing would, no doubt, search online for best practices in order to ensure they make as few mistakes as possible in their introduction to our craft. However, it is all but impossible to be prescriptive. The number of ‘You must do this’ and ‘You must not do this’ are very few … READ MORE »

Giving Away Something Brings Its Own Reward

I’ll take a wild stab in the dark and suggest that almost everyone enjoys getting something for free. I know I do. The recent holiday period showed that it holds true for my grandchildren as well, and there must be very few who look it in the mouth. If a company sends a gift to … READ MORE »

Change The Focus Of Your Email Campaigns

I have a friend. I’ve mentioned him before, and he’s easily described. His nickname is not Tigger, mainly because we felt it too cruel as it was too apt. I introduced him to email marketing and, with his normal commitment and bouncing energy, he and his company made a success of it. They’ve taken a … READ MORE »

Misleading Environmental Advertising

I don’t want to appear negative in the face of positive management, but it used to irritate me when told to treat a near disaster as an opportunity to be exploited. It was always a lot more complex than that. That doesn’t stop the Advertising Standards Authority’s (ASA) campaign to tackle misleading environmental claims being … READ MORE »

Good Causes And Email Marketing

I have recently subscribed to an e-newsletter which focuses on a hobby of mine. It is produced by a small company, consisting of just three permanent staff, none of whom have any graphics training, although the copy is gratifyingly grammatically accurate. They know email marketing though. The company supports a charity, one unknown to me … READ MORE »

Making Your Email Marketing More Accessible

I was told by a specialist eyesight doctor there’s a degree of concern with regards the sight ability of youngsters today. A number of universities have discovered that many of their students have increasing levels of accessibility needs. It has obvious implications for email marketing. The causes for this impairment is currently in dispute, but … READ MORE »

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