I would like to invent a word. Who would not? If it has nine letters you might even get a mention in Dictionary Corner, a real bonus for anyone in email marketing. How cool would that be? The bad news is that greenwash, derived from either or both whitewash and hogwash, has been taken. The … READ MORE »
A newsletter seems to go against the basic tenets of good business. You must make the content worthwhile so it will have intrinsic value and here you are, giving it away free of charge. The only justification for the investment of time, effort and money is a reasonable return. So how can you prove it … READ MORE »
The humble email newsletter appears to be viewed as the poor relation of direct email marketing. It often lies abandoned in a corner, or rather on the computer of someone who has much more important work to complete. Yet it has the potential, realised by many companies, to be an equal partner to its much … READ MORE »
You might wonder what all the fuss is about. After all, what can be so difficult about sending emails. Most of us do it every day. So what is the point of opting for a company providing email marketing software? There are a number of significant differences between direct mail and email marketing. Although the … READ MORE »
Producing the email is a creative exercise, a combination of graphics and text both limited to varying degrees by technical requirements. Whilst most creative writing tries to engage, in email marketing this has to be done all but instantly. You have seconds to grab their attention. Whatever your view of the content, the text style … READ MORE »
It is a contradiction of course: personalised mass email marketing. How can an email be personal when it is being sent out to hundreds, thousands or hundreds of thousands? But there are ways to make the email specific to a group and also an individual. The benefits of targeting are overwhelming. There are limits to … READ MORE »
After all the work in creating the email campaign you might feel that you are entitled to a bit of rest and recuperation and the local is your well earned destination. But you would be wrong. In any argument with regard to the benefits of email marketing compared to the use of post, once the … READ MORE »
Check-lists can be extremely useful in suggesting that you are actually getting somewhere without having to put too much effort into it. For instance, if you were running a campaign to obtain email addresses for an email marketing campaign then you could tick the box against Aims just by deciding that you want email addresses. … READ MORE »
You do not want just anyone on your email lists. Email marketing should be targeted to get the best from them and the only way to do this is to know specifics of your subscribers. A long list of personal questions at the sign up stage is a way of putting most off so you … READ MORE »
You didn’t mess with my paternal grandmother, whether you were a council official or the English language, both of which she would bully. I remember the agony of having to keep a straight face when she, after examining the monthly medical pension, ostensibly sent to my grandfather, said that we would have to: ‘bend over … READ MORE »