Email Campaign Management

10 aspects of the perfect email marketer

There will never be the perfect email, one suitable for everyone on your email marketing list, the reason being it is impossible to define. Your job is to get as near to it as possible, within budget. Can we define the perfect person to run an email marketing campaign? Now there’s a thought. Imagine you … READ MORE »

Job vacancy & email marketing

Imagine you are going to advertise for someone to be in total charge of your email marketing campaigns. What personal attributes would you put as essential for the post? The successful candidate will: 1/ Treat the subscribers to the email marketing list as individuals. Email marketing is in essence relationship building and conveying the fact that … READ MORE »

Try a completely honest marketing email

As clichés go, ‘honesty is the best policy’ has a lot going for it and I make no excuses for using it. However, as an aphorism, it doesn’t go far enough. There are positives and negatives to the unexpurgated. No product is perfect. Everything is a compromise. You offer a hotel that is close to … READ MORE »

I reckon it’s not bad

Testimonials are the most influential device you can use in an email marketing campaign. The only differences in the results of surveys is how high the percentage is of those who trust them. A quick internet search shows that 60% is not unusual. If they are so good, you might wonder why everyone doesn’t use … READ MORE »

Testimonials in email marketing

The vast majority of customers would trust a recommendation from a friend regarding a product we were considering buying. A lower but still significant majority of them would also trust recommendations of a third party. It makes sense to highlight what previous purchasers thought of your products. Testimonials are an unerused resource that is just … READ MORE »

E-Newsletters: Helpful or Harmful

E-newsletters, now newsletters, can be of tremendous assistance in an integrated email marketing campaign, as imaginative companies have discovered. Unfortunately, many publications fold after just a few issues and this can harm a company’s image in a number of ways. The problem publishers have is how to move their newsletter on, giving the subscribers what … READ MORE »

Do not overload the email

There has been a great deal of research on choice overload, in essence more is often less. It has been shown that if you offer a choice of half a dozen broadly similar items you will get better returns than offering sixty. This is not taking into account the savings associated with smaller stock ranges … READ MORE »

Choice overload

I needed a new washing machine. Whilst this might not seem relevant to email marketing, stick with me for a while. Conforming to male stereotyping, I attacked the internet, becoming confused by the multiplicity of offerings in the various ’10 best . . . ’. I caught myself considering a machine that only had a … READ MORE »

Email marketing and internal communication

The Metropolitan (London) police force were recently derided for publishing an internal document of instructions on what their officers and staff should consider when sending emails. This gave rise to much hilarity in daily papers, the suggestion being, it would appear, that officers should instinctively know such things. Few would argue with the suggestion that … READ MORE »

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