Email Campaign Management

The line between irritation and satisfaction

One of the most significant risks you take when sending a marketing email is to be irritating. Most subscribers will take the rough with the smooth but limits are often low and easily reached. The difficult thing is to know what might wind them up the wrong way. Ask yourself what irritates you, makes you … READ MORE »

10 Email marketing turnoffs and some more

Don’t be irritating. This is sound advice for everyone in all walks of life and for all purposes. However, it is especially applicable to email marketing. If the phrase ‘there’s nothing worse than’ is used for any aspect of an email marketing campaign of yours, then you are doing something wrong. More to the point, … READ MORE »

Eight ways of increasing open rates

If you ask someone engaged in email marketing what their major concern is, the majority of times they will say it is their open rate. All rather odd as they must realise that the completion rate is the only one that matters. With that caveat, here are some pointers on to how to increase your … READ MORE »

Pressures on open rates

Anyone concerned about open rates would look first to the Subject Line. They might consider being a bit more familiar or think that a more ‘in-your-face’ explanation of the offer might work. However, every aspect of email marketing is interconnected and if your open rate suddenly drops, the most likely cause are your previous email … READ MORE »

Your first email marketing survey

If you are lacking data in your email marketing software, prediction is less dependable and experimentation can be unfocussed. Obtaining information from campaigns can take time, and a tempting shortcut is a survey. Things to bear in mind when planning your first. 1/ Keep questions short. No one likes having to read one twice. 2/ … READ MORE »

A guide for an email marketing survey

Surveys can be an effective method of obtaining data for your email marketing software. Here are ten considerations. 1/ Is the risk worth the benefit People don’t like them. Stand near a pinch point in a shopping mall with a clipboard and you will realise that people will bump into one-another rather than answer your … READ MORE »

Predicting demand for email marketing

It is no good being irritated by rulings of regulatory bodies. They are, like Thursdays, there regardless of how much use they are to you. Whilst you might feel sorry for Morrisons following the ruling against them from the Advertising Standards Authority (ASA), you have to accept it and take it into account when planning … READ MORE »

When the Sauvignon’s gone

Whilst not specific to email marketing, a recent decision by the Advertising Standards Authority (ASA) against a national grocery chain has implications for your next email marketing campaign. The company offered an ‘any three for £10’ from a range of wine, a type of promotion which competitors had abandoned as unproductive. Their estimate of demand, … READ MORE »

How to Work with Unresponsive Subscribers

You have a number of customers sitting on your email marketing list who do not respond to your campaigns. You leave them on there for ages hoping that they might, for some unexplained reason, suddenly burst into activity. All they actually do is to mess up your returns, making a successful campaign seem less productive, … READ MORE »

Dealing with unresponsive subscribers

One indicator of whether a company is serious about email marketing or not is to assess how they deal with those who do not respond to email marketing campaigns. The urge not to do anything about them in case the conclusion is they should be removed is a bit of a test after all the … READ MORE »

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