Email Campaign Management

DMA and children and young persons

The Direct Marketing Association (DMA) proudly boasts that it is Europe’s largest trade association in the marketing and communications sector. Whilst it has no statutory authority it enforces the DMA Code on its members. For email marketing its arguments are persuasive and the ability to say you comply with their Code is a distinct advantage. … READ MORE »

Greenwashing and Email Marketing

I would like to invent a word. Who would not? If it has nine letters you might even get a mention in Dictionary Corner, a real bonus for anyone in email marketing. How cool would that be? The bad news is that greenwash, derived from either or both whitewash and hogwash, has been taken. The … READ MORE »

Bullet points

The phrase bullet points brings up images of long, boring days stuck in a room trying to concentrate on a Power Point presentation. But it is different for email marketing. We use them to go out and take hold of our customers. Online definitions vary to a greater or lesser degree but in the main … READ MORE »

Jargon or not?

It is accepted wisdom that jargon has no place in email marketing. The mantra is to keep your copy simple, keep it clear and keep your email lists full. But it is not that simple. On a business course a person was asked what SWOT meant and she said: Strengths, weakness and . . . … READ MORE »

Integration

The one truth of email marketing is that an individual sale is of little consequence. It is repeat purchases that matter. That is the reason for email lists and why your intent should be to keep subscribers on it and increase their number. A sale is merely the prelude to the next one. Buying is … READ MORE »

What not to do

Given that obtaining subscribers to email lists is probably the highest single expense in email marketing, it can be seen as excellent advice that once you have them you should do everything you can to keep them. Well, everything within reason. However, anyone who has bought a number of items via email marketing can tell … READ MORE »

Newsletter integration

A digital newsletter can be an effective marketing tool on its own. A list of its advantages reads like the ultimate weapon: it has a higher open rate than email marketing, it can enhance your image, contribute to customer support, increase sales, promote your logo, generate loyalty and is a medium for customer communication. And … READ MORE »

Dreams may come

I remember the hopes we all had for the paper-free office. They seem a little naive now of course. But then others are talking of email marketing with fully automated contact with customers. It is theoretically possible but as with the paper-free office, is it worth the effort? The trick is to aim to cut … READ MORE »

Do unto others

Efficient answering of customer questions sent by email is an essential and it can mean major savings. There is little doubt that email marketing suffers with regards to customer care compared to a shop as in the latter a customer can wander in and discuss matters with a member of staff. But the training of … READ MORE »

Embarrassment of riches

It is what everyone engaged in email marketing wants: lots of enquiries from those on their email lists. It is, after all, a way of measuring the effectiveness of your email marketing campaign. The only problem is, of course, that each one has to be dealt with. Automation is a necessity of course, and here … READ MORE »

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