I used to design logos. It was fun, it was remunerative and the little company I ran, with three others, would push for a rebranding. Nowadays I would tell the manager to visualize the impact the new website and matching documentation. As for their next email marketing campaign, it could be their best ever. It … READ MORE »
After reading this paragraph, you might wonder what car mechanics has to do with email marketing lists, but all will be revealed later. I was researching an article on servicing classic cars and was shadowing a mechanic replacing a steering box. He had placed the components he’d removed on a bench I was standing by. … READ MORE »
There’s only one way of assessing the overall success of an email marketing campaign and that is by the return on investment. It’s the only metric that matters. However, you need to concentrate on the details rather than go for changes to the total. The function of a marketing email is to get your subscribers … READ MORE »
Some years ago I paid to attend a problem-solving course. In many ways, it changed my life despite the methods I was taught being all too obvious. I was given a model, with lots of sub-routines, but the main thrust was to break a problem into many smaller ones. The model works for wars as … READ MORE »
When used in support of email marketing a well-planned social media initiative can give a good return on investment. You will have seen the limitation though; it must be well planned. Let’s look at the process a little critically. Ask yourself: 1/ Can we afford it? Whilst it might look all but free on the … READ MORE »
Every so often we are told that everyone in email marketing and online business in general are opting for video. Just as often it is suggested that now is the time to get involved in video in order to beat the rush. In essence this means that most commentators are surprised at how reluctant companies … READ MORE »
We have mentioned on these pages many times before that for many companies an eNewsletter (newsletter) gives a good return on investment. There are many side benefits, such an acceptance of the From address giving a higher open rate for marketing emails. To make a newsletter work costs a significant amount of money and a … READ MORE »
The returns from an email marketing campaign are comfortingly dependable. There can be no arguments about the raw data although it does have to be interpreted to an extent. But there are other sources of information that can be used with such metrics to target subscribers. Further, not all subscribers are created equal and calculating … READ MORE »
We have emphasised that returns from email marketing are what differentiates us from other methods of marketing, those ones with a lower return on investment. We can target an email with a precision unknown just a few years ago. Your subscribers can be classified in other, more traditional ways than by returns only. Do not, … READ MORE »
Knowing whether someone is a man or woman is of real benefit, some say essential, in email marketing because it allows you to focus on the design of the email among all other essential components. You might think at the time of International Women’s Day that the gender of your subscribers should be irrelevant. That … READ MORE »