Finding someone else’s discomfort funny is an automatic response in most people, so not only do we find it funny, but there is the added benefit of not having to feel guilty. After all it was an automatic response, similar to a reflex. When it happens in one’s own speciality it makes the enjoyment a … READ MORE »
None of us appreciate having our old certainties challenged, let alone proved incorrect. At the very least it will mean extra work. But please don't hold that against me. We all know that HTML marketing emails give much better open rates, click throughs and completions than plain text. What's to like about dull, unsophisticated email? … READ MORE »
By the time you read this, one of my videos, used for search engine optimisation of a website, will hit 10,000 views. Whilst this might not seem a great deal in comparison with overall statistics for the site, the route by which people come to it generates completions. When costs of production are taken into … READ MORE »
There will never be the perfect email, one suitable for everyone on your email marketing list, the reason being it is impossible to define. Your job is to get as near to it as possible, within budget. Can we define the perfect person to run an email marketing campaign? Now there’s a thought. Imagine you … READ MORE »
‘Free’, used in an email marketing campaign, gives the impression of no charge. When it comes to free shipping of items bought online it actually means no additional charges if the basic shipping option is chosen. Its cost is included in the item price, of course. Do people place much emphasis on merely having the … READ MORE »
The Consumer Rights Act (the Act) 2015 will come into force on 1 October this year. Its provisions will probably have a significant effect on those engaged in email marketing, especially with regards to contracts. For some, notably those selling digital content or using it in promotions, it will give rise to training requirements. The … READ MORE »
A company producing software I use frequently has a forum where one of the threads asks for ideas for the next incarnation of the product. In other words it was using their customers to complete their research for them. Heineken went a different route. They ran a promotion, ‘Reinvent the draught beer experience’, to generate … READ MORE »
It can be irritating to have to give away material in order to attract customers. Whilst the efficacy of a loss leader is beyond doubt, have you ever wondered what it might be like to receive free items for your business? A friend of mine, a keen amateur photographer, once submitted some images to a … READ MORE »
Simple segmentation tips that will help you figure out your subscribers: 10/ By demographics Most subscribers can be usefully divided by age, gender, location, position in company, etc. These are more or less static criteria and define a customer with a very broad brush. If you are just starting out in email marketing then such … READ MORE »
It is no good being irritated by rulings of regulatory bodies. They are, like Thursdays, there regardless of how much use they are to you. Whilst you might feel sorry for Morrisons following the ruling against them from the Advertising Standards Authority (ASA), you have to accept it and take it into account when planning … READ MORE »