Email Campaign Management

Steam power

Email marketing is a bit like steam powered ships. The advantages are so overwhelming that it is tempting to start anew, wipe the slate clean and seek other clichés. But care should be taken. I don’t want to extend the analogy too far but for many years boats had steam and sail power, getting the … READ MORE »

All bounces are not equal

Jargon can be a problem for those engaged in email marketing. All you want to do is to increase the size of your email lists but it sometimes seems that you need a dictionary beside you all the time. Terminology can be confusing especially if it uses familiar words to describe events where they have … READ MORE »

Do as you are told

Any top ten list of what should be in a direct marketing email will include a call to action, that is a click through to the offer. It will be on any top two list as well. It is the whole reason for the email. But don’t just call: demand. No matter how cool people … READ MORE »

It’s free!

It has been accepted wisdom for some years that one of the words to avoid, if you want to get your emails delivered, is ‘FREE!!!!’ This has been largely accepted to include ‘free’ but this may well be a step too far. Spam filters are fluid. They are tested every minute of every day by … READ MORE »

Mean, median and best

Much of the information that your email marketing software needs to be effective is logical and rather obvious. For instance, the database will naturally contain the full purchasing history of all your clients on your various lists. If you are selling printers then you will be able to work out the average time between purchase … READ MORE »

Oddly World Cup

The football World Cup is a bandwagon that you might feel is nearly full. Toshiba have promised to refund the price of your TV if England win although there are certain conditions and the JVC I bought is excluded. There is a retail consortium offering £100 or more against any old TV offered in part … READ MORE »

The same variables

The statistics supplied by email marketing software should not been seen as static. If you use them only to define what has happened then you waste their most powerful facility. They can do so much more than just prove a reasonable return on investment. Look beyond where you came relative to the various targets and … READ MORE »

Just browsing

It is one of those things that people say: ‘There is nothing more irritating than . . .’ Whilst they may, without an awful lot of thought, accept it was an exaggeration, there is nothing more inclined to lose a customer than irritating them. You might be able to understand why the shop’s sales staff … READ MORE »

All in-house

An in-house email list has a major advantage over a bought in one: it gives a much higher return. This is due in the main to two factors, the first being that, with the use of email marketing software, any campaign can be targeted and secondly, you start with a relationship right from the beginning. … READ MORE »

Customer lifecycling

My grandmother would say of anyone who called themselves a customer relationship manager (CRM): ‘You want to watch that one.’ A suitably vague condemnation for a suitable vague title you might think. The post is all about retaining customers and realising their potential, a vital role in any company. For those engaged in direct email … READ MORE »

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