We commented recently on here about the new ICO Guidance document¹ and have suggested that it is compulsory reading for anyone engaged in bulk email marketing. Most of its thrust is towards consent and it is reasonable to conclude that this signifies tighter control, and a restricted view, on what consent constitutes. We cannot say … READ MORE »
Every now and again the Information Commissioner’s Office (ICO) issues advice on specific matters. Almost always it has been well worded, easy to read, devoid of too much superfluous information and, most importantly, useful. The ICO has recently issued a booklet giving guidance on direct marketing. Should I suggest that it is one of their … READ MORE »
You will have heard of the ‘double opt-in’ and, if you have given it brief consideration, you will probably have dismissed it out of hand as it will restrict the size of your email marketing list. You might think that there can be no justification for this. A double opt-in is when you require a … READ MORE »
The Committee of Advertising Practice (CAP) has recently issued advice following complaints to the Advertising Standards Authority (ASA) about the holiday industry, specifically on the subject of misleading advertisements. The matters were similar in that they concerned the ways a hotel and a prize draw were described. The decision has implications for every business, especially … READ MORE »
As I write e-mail marketing articles I subscribe to dozens of lists and it can be an effort to read through them. Last year I made notes about which I liked and why. 1. Conform to the law: Customers are becoming more sophisticated and recognise those companies which ignore the requirements of the law. I … READ MORE »
Many email marketers measure their success by the number of addresses in their email marketing lists. To a great extent this is true. The more names one has the greater the chances of the click-through and a purchase. Who could argue against that? In fact, quite a few people will. Managing your email marketing lists … READ MORE »
Whilst there are few absolutes in email marketing there are a number of subjects which tend to have a consensus. You, like so many of us, might well think that if everyone, including the most successful companies, agree then you would be a little bit silly to go your own way without reason. The accepted … READ MORE »
The ease with which email marketing templates can be completed is a designed-in feature. It has taken somebody a lot of effort and we should be grateful to them. This simplicity is, oddly enough, a potential weakness. You could casually populate it with words and pictures and then send it out. There is more to … READ MORE »
There is a delicious naughtiness about pinching other people’s ideas. Firstly, it is cheap, an essential in email marketing. Secondly, you might well bring a fresh perspective to the situation and improve the product. Thirdly, no reputations collapse if it all goes wrong. You have someone to blame. If you go to Competition Hunter you … READ MORE »
The open rate returns from your email marketing software might have given your confidence a boost when you checked them against those from the previous campaign. The subtle changes you made to the Subject line were obviously a brilliant idea and all that remains is to tell your boss. However, you might be missing a … READ MORE »