Email Campaign Management

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 »

Let others do your work for you

It is an unfortunate fact that basic research costs. Once we have an idea of what might work, email marketing software can tell us whether it does or not, but for initial direction we have to pay for it ourselves. Or we could pinch other people’s research. Professor Wansink of Cornell University, writing in the … READ MORE »

Designing emails for mobile devices

If at the moment most of your marketing emails are not read on mobile devices then I feel confident in saying that it will not be long before they are. The statistics are quite definite. Indeed, the main reason people buy smartphones is to read their emails on the go. The advice in the past … READ MORE »

Mobile email marketing

As far as email marketing is concerned, the argument is over: you should design for mobile devices intitally. Reading emails is one of the main reasons – the one according to some surveys – for people to buy and use a smartphone. Historically, the layout and choices when designing a marketing email have been made … READ MORE »

Blown to one corner of the world

We’ve had a wander around which details are needed for an effective database without being in any way specific. Perhaps now is the time to define the nature of the email data you need. The answer is simple enough: it varies. Whilst a common generic name for what we do could be called bulk email … READ MORE »

Prove what you claim in email marketing

Regulatory bodies on both sides of the Atlantic have in recent months had to decide on whether comparative claims used in advertising were fair. Words like best, most, top and such-like make for high open rates in email marketing. The decisions have much in them that is useful when planning a campaign, not the least … READ MORE »

Claims in Email Marketing

The temptation of a spectacular claim in the title of a marketing email is one that can be difficult to resist. Many of us have tapped our teeth with a pencil trying to come up with just the right idea then, on the way home (perhaps) you drive past or into a golf club and … READ MORE »

Incentives for Signing up to Your Email List

There is a temptation when planning a campaign to gain subscribers to your email marketing list, to wander down to the stock room to see what is not moving and then picking that as the offer. But if nobody wanted it when it was new why should they be overcome with desire now that it … READ MORE »

Working with Automated Responses

Using events to trigger emails saves time and money. Effective planning can increase the gains. All you need to do is work out what you want from each intervention. Some events are common to us all, such as a customer subscribing to an email marketing list. The purpose of an automated response would be to … READ MORE »

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