I don’t like being prescriptive, but it is not a good idea to use an email marketing template ‘straight out of the box’. It will have been designed by a professional, and as you’ve had no graphic art experience, you might not feel the need to prove it by messing it up. There’s only so … READ MORE »
We live in an exciting time for computer graphics. Designers are as willing as ever to experiment and show just how good they are. More remarkably, companies are willing to try their creations. We see explosions of ideas and trends. Some of the designs fill one with wonder. You probably think there’s an however coming, … READ MORE »
Your email marketing campaigns must be integrated. Failing to use all your available resources is a recipe for being an also-ran. One of your greatest assets for all sorts of reasons is your website, or if you are a bit canny, websites. We all know the main reason browsers abandon websites: slow to load, too … READ MORE »
The GDPR is a reasonable bit of legislation if looked at from the point of view of someone on your email marketing list. They have reassurances and more rights. It is ironic, at a time of increased oversight, that after the debacle of Cambridge Analytica and Facebook, the latter a household name, there seems to … READ MORE »
We’ve mentioned a number of times that it is normally good practice to keep the designs of pages standard, at least to an extent. The landing page that a subscriber clicked through to should look more or less that same and the marketing email they came from. There are those who suggest that it should … READ MORE »
When the most successful online and email marketing companies all have similar designs to their landing pages, you might think only a fool would try something different. Surely these companies must have tested all sorts of variations over the years. The logic of that argument might seem irrefutable. After all, they have invested thousands of … READ MORE »
I reviewed a couple of articles I’d written two or so years ago on the subject of how mobile devices are changing email marketing and I was surprised to find words I hardly use nowadays, such as Blackberry. Obviously, many people still prefer them but they are becoming niche. It shows how quickly technology develops … READ MORE »
You see it far too often. The copy that is in the marketing email is the same as that on the landing page. Whilst I know that consistency is reassuring for customers, these companies are missing a trick. Email marketing is a precise craft. Everything, from the From line to the last, short, paragraph must … READ MORE »
You will have been told by everyone, including me, that when testing you should only change one feature at a time. Do you wonder if your call to action button is somehow not optimum for a specific type of person in your email marketing list? Then wonder no more. A simple A/B test and you … READ MORE »
A/B testing, or split testing, is a favoured tool of email marketing. It gives a rapid, dependable and accurate response to single variations in content. It is effective regardless of the size of the email marketing list. In addition, it is so simple that there is no excuse for not running a test on most … READ MORE »