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When To Be Circumspect In Email Marketing

Although in many situations, the two coincide, there’s a significant difference between risqué and risky. Simply put, being risqué is often too much of a risk in email marketing, as Tesco discovered recently. Mind you, a bit of thought might have made them think again. They used the words ‘shiitake’, ‘pistachio’, and ‘fettucine’ in newspaper … READ MORE »

How to build loyalty of subscribers

If I was to tell you that I know a way of encouraging 71% of your subscribers to make more purchases, 61% to recommend you to friends, 41% to join a loyalty program and 40% to write positive reviews comments, you’d either bite my head off to get at it or think it was a … READ MORE »

The Addictive Lure Of Email Marketing Statistics

There is a dichotomy in the way I view statistics. They are probably the single most important aspect of email marketing, giving it its class leading return on investment, one that has been consistently high year after year. On the other hand . . . If you were to ask me how much faith I … READ MORE »

Visual Hierarchy In Your Marketing Emails

We recently briefly mentioned visual hierarchy in the design of emails and webpages. You might think that, as the creators of your free email marketing templates have taken the matter into consideration, you can safely ignore it and just drag and drop your copy and images. What could go wrong? There is a slight difficulty … READ MORE »

Make Your Marketing Emails Accessible

I, like 15% of adults, have impaired hearing. I didn’t do it the cool way, by clubbing all through my life, or playing the drums in a rock band. That wouldn’t be so bad. Before I was into email marketing, I used to fire guns, mainly in a range. Who’d have thought that might harm … READ MORE »

The Next Step For Your Email Campaign

We’ve recently discussed the first three matters that need to be settled when you are planning an email marketing campaign: what the purpose is, who would be interested and the specifics of that group of subscribers. These are the basics. Everything you do now should be built on this foundation. While those on your segmented email … READ MORE »

Add Lightness To Your Email Campaign

In bygone days, where there were no minimum weight limits, there was an adage in a formula one team design studio that ran; ‘simplify and add lightness’. It has a certain ring to it. As adages go, it covers all the essentials. It was expressed by others in a manner not quite so musically; ‘the … READ MORE »

Always Modify An Email Template

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 »

10 basic email marketing checks

I used to be a police officer. You might think this will not help your email marketing returns, but all will become clear. I stopped a car, the driver of which had failed to give precedence at a roundabout. I walked up to the car, following the standard checks of index plate, tax disc and … READ MORE »

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