With sophisticated bulk email services being available for such low prices, and support easy to access, one might be forgiven for thinking that all marketing emails would be equally effective. A little time perusing your competitors’ marketing emails will show this to be fantasy. The problem is that businesses new to the craft tend to … READ MORE »
I am a regular customer of an international software company. They have a reputation for value for money products, one which I find well deserved. I am a subscriber to their email marketing list and buy two or three items every year. Where they fail is in the execution of their email marketing campaigns. A … READ MORE »
There are a number of variables that have to be considered in any email marketing campaign. The email itself has to be designed, the offer costed and even the precise time you are going to send it is another decision. However these are secondary to the most important one of all: which of those on … READ MORE »
First the good news; email marketing is in another state of change Change is happening in email marketing. I know it’s happening all through business but let’s be parochial. We have gone through Covid, with its increase in online sales giving us lots of opportunities almost for the taking. Change generally benefitted us. The political … READ MORE »
When KPIs were introduced to a company I worked for, it was a requirement to support them enthusiastically and, having a certain ambition to go further at that time, I supported them enthusiastically. I’ve seen the flip charts. I’ve seen the PowerPoint presentations. I’ve seen successes. I’ve seen failures. One thing that I have seen … READ MORE »
There’s a persistent rumour that price is the most important factor in email marketing. Make your product cheaper and the customers will flood to your door. Don’t believe it. It’s nothing more than a comforter for those who don’t really understand what email marketing is all about. It’s not that easy. You don’t pick a … READ MORE »
Let’s start by saying what we don’t mean with regards to price comparisons with other companies. We’ve all seen the ‘basket of goods’ indulged in by supermarkets where prices of a selection of moderately essential goods is compared to that of their competitors. However, it’s a risky endeavour requiring a lot of preparation, bravery, lawyers … READ MORE »
You have free email marketing templates on tap; a selection of designs you can, and indeed should, modify to ensure your campaign is targeted as precisely as possible. With our data, that’s very targeted. These templates look so good, and are so easy to perfect, there is the temptation to use them for other channels: … READ MORE »
Keep the hook at the top of your screen on a Post-It, in big bold type and keep looking at it. Know what you, or your boss, wants from the copy. More importantly, know what the subscribers to your email marketing list want and target them. Try to locate yourself somewhere quiet where interruptions will … READ MORE »
Those of us who search for email marketing advice online are often harangued by commentators who think they know eternal truths that can be encapsulated in a single phrase. Recently, I’ve seen articles on Calls to Action (CTA) where I’m told they should be ‘Unforgettable’ or, practically identically, ‘Easy to Remember’. This is not what … READ MORE »