Email Campaign Management

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 »

Get the measure of newsletters

A newsletter seems to go against the basic tenets of good business. You must make the content worthwhile so it will have intrinsic value and here you are, giving it away free of charge. The only justification for the investment of time, effort and money is a reasonable return. So how can you prove it … READ MORE »

Newsletters

The humble email newsletter appears to be viewed as the poor relation of direct email marketing. It often lies abandoned in a corner, or rather on the computer of someone who has much more important work to complete. Yet it has the potential, realised by many companies, to be an equal partner to its much … READ MORE »

When it doesn’t

You have had fun when creating the email. You have followed the excellent advice that came with the email marketing software, the graphics are quite stunning, the list has been generated in-house, and you have told everyone to be ready for the surge in orders. And now you have a meeting with the boss to … READ MORE »

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