With the graphics, heading and headlines chosen all that remains for the email to be finished is some copy to fill the blank spaces. What form this takes will be a decision only you can make as it will depend to an extent on the nature of those of your email lists and the type … READ MORE »
There are many online articles, some written by me, suggesting words that should not be included in a Subject Line of a marketing email, the intent being to stop it from being diverted into the Spam folder. It’s a risk to pepper them within email copy as well. In addition, there are other words to … READ MORE »
Here’s a little experiment you can try. I first saw it used by a content manager, whom I was assisting, against the owner of a website, but it works just as effectively for email marketing. She asked the chap, “What’s your favourite bit of your website?” He mentioned a feature that I had already identified … 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 »
It’s one of the most repeated rules of testing in email marketing; only test one criterion at a time. If you test two, the results are no longer statistically clear and precise, which is the what makes testing such an essential tool. Do it properly and you know. Anything else is a guess and will … READ MORE »
You might think that by using the word ‘limit’ we are setting the bar much too low. Wouldn’t eradicate, eliminate, remove be better options? If my years of copywriting have taught me anything it is mistakes will happen. Errors can run the gamut, from wrong colour for the banner headline to a double entendre going … READ MORE »
Whether we should conform to the rules of English grammar in our email marketing copy is a question that comes up time and again. We work within constraints not suffered by most writers, so rules, both explicit and accepted, might not help us in our requirements. We are not short of advice. Here’s some more. … READ MORE »
I have a close relative who runs a copy agency, employing a dozen or so creators, each concentrating on a particular subject. Others are called on as and when required. The latter includes me. If her dedicated creator struggles with high demand, I get a phone call. She was worried that contracts might slow given … READ MORE »
I have recently subscribed to an e-newsletter which focuses on a hobby of mine. It is produced by a small company, consisting of just three permanent staff, none of whom have any graphics training, although the copy is gratifyingly grammatically accurate. They know email marketing though. The company supports a charity, one unknown to me … READ MORE »
We recently mentioned influencer marketing. When I read an article suggesting ‘Influencers are going nowhere’ I had to read on. It became clear that the author meant that influencer marketing is likely to become a significant trend for email marketing in 2022. Don’t get left behind. There are significant benefits with using an influencer. Having … READ MORE »