It was rag week at a London teaching hospital and the behaviour of the student doctors encouraged you to avoid entering hospital unless absolutely necessary. One particular jape consisted of a skeleton tied to an automatic traffic signal, thumbing for a lift with a piece of cardboard reading Timbuktu around its neck. It caused traffic … READ MORE »
There has been a trend in the emails and newsletters over recent weeks, particularly noticeable since the start of the New Year, that shows there might be a sense of desperation in some companies. I’m getting marketing emails that are nothing more than adverts for websites. In other words, I’m given lists of products but … READ MORE »
Don’t you just hate them? There are very few absolutes in email marketing. It means you normally have to discover what’s hurting your RoI yourself, but some factors are obscure, and if everyone else does it, why shouldn’t you? That’s the mantra of failure. You have to find out what works for you. I am … READ MORE »
I have heard it said that the biggest problem with email marketing is the fact that everything can be measured. It probably seems counter intuitive. Yet it was the same with desktop publishing when all of a sudden a multitude of typefaces and fonts were available and publishers seemed to want to use them all … READ MORE »
There seems to be a general consensus that the current recession will continue even after the Covid-19 restrictions have been lifted, although an agreement between all experts does not necessarily mean it will happen. It follows that there will be a certain reluctance to spend. Email marketing is likely to be hit less hard than … READ MORE »
You will have been told that you should test everything you do, and then test again. An email marketing campaign that doesn’t include a split test somewhere in it is a waste. You’ll never get that opportunity again. Split testing is a simple system of problem solving. You identify something that is of concern, for … READ MORE »
Split testing is just about as dependable a tool as we have for validating a change in an email marketing campaign. We have an original, the control, and we compare it to one, the variant, that has a single feature that is different from the control. It stands to reason that if the variant gives … READ MORE »
It’s what we all have done, are doing or will do; worrying about the proportion of marketing emails being classed as spam. Internet service providers have various ways of defining spam and the reason your latest email marketing campaign has fallen foul of so many is, to put it kindly, because it deserved it. … READ MORE »
The best thing about email marketing is, in some respects, its very worst factor. You were, no doubt, excited at the prospect of lots and lots of data from the returns of a campaign. Then it cascaded in and you had no idea what to do with it all. Understanding what the various terms mean … READ MORE »
There’s no middle ground in email marketing. You either have the cheapest price or else your product is regarded as premium. Anything that falls between these two extremes will struggle. What’s to stop you going for the top prices? For email marketing, the benefits are obvious: lower stock levels, reduced demands for staff, and a … READ MORE »