Email Data

Protect Yourself

We commented recently on here about the new ICO Guidance document¹ and have suggested that it is compulsory reading for anyone engaged in bulk email marketing. Most of its thrust is towards consent and it is reasonable to conclude that this signifies tighter control, and a restricted view, on what consent constitutes. We cannot say … READ MORE »

Essential Reading For Those In Email Marketing

Every now and again the Information Commissioner’s Office (ICO) issues advice on specific matters. Almost always it has been well worded, easy to read, devoid of too much superfluous information and, most importantly, useful. The ICO has recently issued a booklet giving guidance on direct marketing. Should I suggest that it is one of their … READ MORE »

A Personal Diatribe

One target you should have, and on every email marketing campaign, is to keep those on your email marketing list happy. They should welcome your emails and open them with anticipation. It seems strange, therefore, that so many companies ignore the most basic sensible systems. Let’s go through some of the most frequent mistakes as … READ MORE »

Changing My Habits

I received an email a week or so ago from a software company I regularly buy from, although in a desultory fashion. I like the way their various applications integrate. It’s not the cheapest out there, but far from the dearest. I subscribe to their bulk email marketing list but this email stood out from … READ MORE »

Stand Out by Being Subtle

I have just received a marketing email that stands out from the crowd, not through any massive difference but because of attention to detail and clever use of the data on an email marketing list. Such quality is well within the reach of anyone in the business but, for some reason, few take the trouble. … READ MORE »

When ‘Double Opt-In’ is the Way To Go

When we are told by just about everybody that there should be no barriers to subscribers getting onto your email marketing list, there is something frighteningly counter-intuitive about the double opt-in. This is when you require a customer to confirm their initial subscription. It doesn’t take an awful lot of working out to realise that … READ MORE »

The Logic of the Illogical ‘Double Opt-in’

You will have heard of the ‘double opt-in’ and, if you have given it brief consideration, you will probably have dismissed it out of hand as it will restrict the size of your email marketing list. You might think that there can be no justification for this. A double opt-in is when you require a … READ MORE »

The Best Teacher is Other People’s Errors

Gloating over someone else’s misfortune should not be so enjoyable. When the likes of Tesco makes an almighty mess of a promotion perhaps the better response is to think: “What lessons can I learn from this for my next bulk email marketing campaign.” Unlikely though it sounds, it all started over a £1.99 400g punnet … READ MORE »

Familiar Words

The advertising standards authority (ASA) has upheld a number of complaints recently (see http://www.cap.org.uk/News-reports/Media-Centre/2013/Holiday-Promotions.aspx) about wording in advertisements. The implications are of interest those of us engaged in bulk email marketing. There is nothing really earth-shattering in the decisions, in fact the real surprise was that a large company would choose the wording they did. … READ MORE »

Creating an Impression

The Committee of Advertising Practice (CAP) has recently issued advice following complaints to the Advertising Standards Authority (ASA) about the holiday industry, specifically on the subject of misleading advertisements. The matters were similar in that they concerned the ways a hotel and a prize draw were described. The decision has implications for every business, especially … READ MORE »

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