Email Campaign Management

Describe Your Email Marketing Campaign

I used to edit a magazine. The layout, design, images and copy are there to encourage the person to read the article and become lost in it. It means, hopefully, that they will come back for more. The problem is that editors and graphic designers look at the page from their specific skills point of … READ MORE »

Plan Your Next Email Campaign In Stages

It should be exciting. You’ve got a pristine free email marketing template and you can do anything that will increase your ROI over the previous ones. Why is it so daunting? The number of stages to planning an email marketing campaign is a purely personal decision. Just work your way through the planning process, numbering … READ MORE »

The New Normal For Email Marketing

There’s no way to sugar this pill; much of your email marketing data, secured over many campaigns, and the basis for your business, is probably out of date. It’s not useless, though. Far from it. The post-Covid and post-Brexit marketing world comes with changes for us. The success of email marketing is in its data, … READ MORE »

Improve Your Email Marketing Performance

Writers block is when you look at an empty document and have no idea what you are going to write. Nothing comes to you. It’s not particularly uncommon and most writers have developed methods to overcome the difficulty of pressing the first key. If you’re dissatisfied with your overall performance or just want to improve … READ MORE »

Think Like A Subscriber

The strength of email marketing is how much we know about our subscribers due to the considerable data we hold on them. It’s no good on its own. It has to be used and it has to be exploited, otherwise we’re just like any other form of marketing. My company had a new area manager, … READ MORE »

Cutting Email Marketing Copy Down To Size

One of the cherished exercises of those who run creative writing courses is to get the students to justify what a particular adjective or adverb, sentence or paragraph, adds to the sense of whatever it is the copy is about. It’s a useful exercise. Its strength lies in the fact that there is a promise, … READ MORE »

Results Of Split Testing Can’t Be Wrong

The mantra of ‘believe the data’ has served email marketing well over the years and has proved to be one of the most beneficial tools we have in our box. We test a single point and the data is returned much quicker than any other form of marketing and we are able to make an … READ MORE »

Improve Customer Experience With Newsletters

You are, hopefully, aware that you should not use newsletters to indulge in overt email marketing. What seems a little odd is that so few companies are willing to exploit email marketing to improve customer experience by, for instance, giving helpful information about products subscribers have bought from them. It is a type of personalisation. … READ MORE »

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 »

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