Any top ten list of what should be in a direct marketing email will include a call to action, that is a click through to the offer. It will be on any top two list as well. It is the whole reason for the email. But don’t just call: demand. No matter how cool people … READ MORE »
Valuable though it is, time spent on the design and layout of your email marketing gives excellent return on investment. It is, after all, the interface between you and the customers. No matter how good the product, no matter how low the price, if the email fails to engage then you fail to sell. There … READ MORE »
Most email marketing software solutions will provide wizards for the design of emails. They will suggest arrangements of text and images which will be perfectly adequate. But you should want more. Wizards are there for guidance and should not be seen as prescriptive. You will be given options for the location of a picture but … READ MORE »
A database consisting of just email addresses is of limited use in planned email marketing. Information alone is not enough. What you need is relevant information. But that leads to the question: what is relevant? You will, of course, have your customers’ purchasing history and that must be included on the database. But a tick … READ MORE »
In any campaign to acquire email addresses for direct email marketing, all resources should be integrated. There are a number of ways in which emails themselves can be part of the campaign. Working with another company A recipient who has opted in to receive emails from one company may well have been asked if they … READ MORE »
The most obvious method is via the company website. Indeed for B2B, opting in for email marketing should be one of the main aims of the site and only slightly less for a customers based one. Even a simple sales-base site should be seen as a permanent source of addresses for email marketing. Incentives should … READ MORE »
It can be all too easy to get carried away with email marketing. It is so cheap to run that the temptation is to think that even if most of the effort gets no return then the outlay will be covered and a healthy ROI achieved. But the real cost of a poorly run email … READ MORE »
Whether or not the near future will be one of watching where every penny, let alone pound, is spent on email marketing, the one thing we should be searching for is a cheaper source of images. Stock images are generally of a high quality. If you’ve been searching for a specific kind of picture for … READ MORE »
Let’s make one thing clear: nothing in email marketing is definitive and the best you can hope for in the way of guidance are ideas to test. You probably know that anyway, but it bears repeating. You are unique. The next thing to make clear is what a Call To Action is. It’s nothing more … READ MORE »
You have checked through the free email marketing templates, picked the one that will appeal to specific split lists, taking great care with heading, subheadings, images and copy, and, after a great deal of thought and possibly discussion, have created the perfect Subject Line. So why have so many emails bounced? There are many possible … READ MORE »