Email Campaign Management

Convince Subscribers Of Long Term Benefits

There is a Simpsons cartoon which shows Homer struggling with whether to choose the immediate gratification of a tasty snack or a winning lottery ticket. It will come as no surprise to know he chose the former. The attractions of instant gratification trump delayed advantage. Don’t laugh. How many times have you left a website … READ MORE »

Predicting Post-Covid Shopping Behaviours

I’ve just read a report, dated 9 March, 2021, and rather intriguingly entitled ‘New Shopping Behaviours in Post-Pandemic UK’. You’ve probably guessed it’s predictive. The method it used was to ask a little over 1000 shoppers what their intentions with regards to shopping were once lockdowns were lifted. A lot of the conclusions are positive … READ MORE »

Do Your Processes Encourage Abandon Carts?

If you were to list the blockages to success in an email marketing campaign you would probably put opening the email up near the top, then might come engaging your subscriber sufficiently for them to be convinced, and coming in third might well be clicking on the ‘Buy’ link. After all, when they get to … READ MORE »

Don’t Make Subscribers Calculate Prices

When at school, I was rather good at mental arithmetic. Totalling seven-figure columns was, if not easy, then required little effort on my behalf. I took part in inter-school competitions where my lack of speed held me back. It’s proved little use to me in any job I’ve had since. That is, until the advent … READ MORE »

Ask An Engaging Question In The Subject Line

I did other stuff before ending up in email marketing. I used to enjoy lessons about roles new to me, but some instructors were less than engaging. One wandered into our classroom and said, “Today we’re covering plates, markings, testing and inspection as defined in Part III of the Road Vehicles Construction and Use Regs, … READ MORE »

There Are Risks To Over-Egging Subject Lines

I sincerely hope it is obvious that I indulge in a great deal of research on email marketing, as well as other related forms of marketing. I actually enjoy researching. In fact, I get easily sidetracked and an hour or more can go past where I’ve wandered off onto other subjects just because I found … READ MORE »

Now Is The Time To Review You Welcome Emails

It is, unfortunately, common in email marketing: something that is a strength of our craft often has a significant weakness as well. Nothing is perfect. Automation saves us time, gives a precise response to certain triggers, and we can make assumptions on what the response is likely to be. Take welcome emails. Let’s start with … READ MORE »

Don’t Reject Plain Text Marketing Emails

We all love designing and planning our rather brilliant, in more ways than one, HTML email marketing campaigns, which is convenient as we have the statistics to prove our subscribers love receiving them just as much. With our free email marketing templates, it is easy to create a masterpiece. Not only that, both commentators and … READ MORE »

The ASA Focusses On Misleading Pricing

The Advertising Standards Agency could not be clearer in what they see as the adverts they will target. Recently, they have indulged themselves with actions against a number of advertisers where they believed the headline offer to be misleading. It is a warning for us in email marketing that risky behaviour needs to be thought … READ MORE »

How To Write Impactive Email Marketing Copy

My English literature teacher did not like Ernest Hemingway. Even in those days, when he was all but eulogised, she found his machismo repellent and, as a hater of cruelty to animals, his love of bullfighting placed him, as far as she was concerned, beyond the pale. Yet she constantly praised his writing style. He … READ MORE »

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