I regularly drive two different makes of cars: one has control stalks on both sides of the steering column, the other only on the left. One wonders if the designers want the windscreen wipers to be activated if I run someone over. I should not have to concentrate on something that could be automatic. There … READ MORE »
You know it is an Amazon email or web page even if you cannot see the logo. The appearance is unique, shouting its source. I’m not suggesting that you should follow the example of the company in all things, but it is not a bad starting point when considering a new campaign. A single theme … READ MORE »
E-newsletter (email or html newsletter) design is the Cinderella of email marketing. Despite many companies using it as one of their main sources of new subscribers to their email marketing list and subsequent sales funnel, the sophistication of some email design is often poor. Let us start at the beginning for the perfect newsletter. 1. From … READ MORE »
I used to build flying model aircraft. One rather hurtful criticism of my abilities in controlling them was made at the club annual dinner when I received a special award for the way I landed my planes. The comment was that: 'they didn't so much land as arrive.' This is an apt description of many … READ MORE »
In previous articles on testing the suggestion has been that you should divide your email list randomly. This is, statisticians reckon, impossible but the best you can do is good enough. However, there are times where it can be beneficial to be partial. If, for instance, you are disappointed to find that your click-through rate … READ MORE »
Testing all aspects of your email campaigns is the only way of ensuring you extract full value out of your email marketing software. The statistics that emerge are clear, precise and, unfortunately many feel, inarguable. Testing proves, and that is its strength. You will be able to access a considerable quantity of data through your … READ MORE »
If at the moment most of your marketing emails are not read on mobile devices then I feel confident in saying that it will not be long before they are. The statistics are quite definite. Indeed, the main reason people buy smartphones is to read their emails on the go. The advice in the past … READ MORE »
As far as email marketing is concerned, the argument is over: you should design for mobile devices intitally. Reading emails is one of the main reasons – the one according to some surveys – for people to buy and use a smartphone. Historically, the layout and choices when designing a marketing email have been made … READ MORE »
I follow a dozen or so blogs. Most are for online businesses in general and email marketing in particular, and two cover sport, specifically rugby union. I don't know where this puts me on the national average, but I often think reading them takes up too much time. Yet I continue to click on them. … READ MORE »
If I am asked about the details of Google search engine algorithms I paraphrase the late, great Douglas Adams: “If anyone discovers the reasoning behind them, they will be replaced by something even more bizarre and inexplicable. Many believe this has already happened.” The changes a year or so ago to the search engine’s systems … READ MORE »