Email Design

Alternative sources for data

There are numerous ways to obtain data. The main sources for us is the returns from email marketing campaigns and from cookies, but there are many others. For instance, you could talk to your customers, expand that into focus groups, use one of the many types of survey, such as telephone, mail, email and internet, … READ MORE »

HTML vs plain text

None of us appreciate having our old certainties challenged, let alone proved incorrect. At the very least it will mean extra work. But please don't hold that against me. We all know that HTML marketing emails give much better open rates, click throughs and completions than plain text. What's to like about dull, unsophisticated email? … READ MORE »

Plain text refuses to die

Most of us in email marketing will agree that HTML based emails give better results than those of plain text. After all, hasn't research shown this time and again? Ask your subscribers which they prefer and the overwhelming response will be that they want HTML. Further, HTML allows you to fine-hone your design, putting subtle … READ MORE »

Technical video matters

It isn't often that one can promise a definite yes or no in email marketing, so it comes as a bit of a disappointment to realise that just a year ago, the answer as to whether to embed video in an email was a definite no. Now some mobiles allow autorun, it is more of … READ MORE »

How to use video in a marketing email

What is stopping you opting for video in your next email marketing campaign? Is it the new skills, all the hassle or just not knowing what to do? Don’t worry; it is as simple and straightforward as adding a picture. A video should not be an add-on, dropped in at the last moment to fill … READ MORE »

Video in email marketing Vol.2

So you want to try a video in your next email marketing campaign. Good choice, but one that requires a bit of planning. The decision to include video in the email should be made in the early stages. Trying to make it fit further into the planning process will ensure it deflects from its purpose. … READ MORE »

Video in email marketing

By the time you read this, one of my videos, used for search engine optimisation of a website, will hit 10,000 views. Whilst this might not seem a great deal in comparison with overall statistics for the site, the route by which people come to it generates completions. When costs of production are taken into … READ MORE »

Video revolution in email marketing

The promised flood of video in all things email has been a long time coming and has not yet arrived, much to the frustration of the pundits who promised it would. There are the first glimmerings though. The reason for the current take-up is probably the suggestion that video gives a significant increase in click-throughs … READ MORE »

Refining email marketing lists

I frequently visit a couple of websites which support on my favourite sport. Both produce newsletters which are generated by events. If there’s nothing to report then a week can go by between editions. Following a match or a bit of news, I can have a dozen fall into my inbox during the day. Nirvana! … READ MORE »

Overcoming writer’s block in email marketing

These are my suggestions after decades of writing when, for no apparent reason, I find it difficult to start. 1/ Avoid looming deadlines Give yourself as much time as possible to create the copy. If you won’t know the precise requirements of a marketing email until nearer sending time, you can, at the very least, … READ MORE »

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