There’s a lot to be said for targets. With a clear goal, a team will have a focus they can concentrate on. There’s little doubt that having targets gives good results. After all, if your target is to increase open rates by 15% and you hit it, or even go slightly above it, you’ve made … 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 »
We need subscribers. It is a certainty in the confusing world of starting out in email marketing. The problem is that generating them is neither easy nor cheap. You can buy-in lists, but many feel this does not normally give value for money. It might be better to find those who want what you are … READ MORE »
Having lots of subscribers to your email marketing lists might well give you the feeling that you’ve cracked it, but without detailed information on your subscribers, you cannot effectively segment your lists. If that’s a bit of a downer, don’t worry. There are some straightforward ways to gain data on them. The sign-up procedure … READ MORE »
The festivities are over and your New Year promise to go to the gym every morning is, thankfully, a fading nightmare. But what of your resolution to ‘do something’ about your email marketing lists? Now that you have more free mornings, it’s a good time to start honing your biggest asset into a sharp tool. … READ MORE »
Simply knowing that a contact is subscribed isn’t going to be good enough in the post-GDPR world; consent will need to be specific. If you are already using a signup form that contains an opt-in checkbox with, “Yes, sign me up”, then that’s going to cease being the gold standard on May 25. In preparation … READ MORE »
If there is a spike in your opt outs it is not always, probably not normally, down to the design of your email. If the peak occurs in a specific metric or combination of metrics, then you need to look for causes elsewhere, as covered in a recent article. Now we discuss what you should … READ MORE »
Professor Higgins said in Pygmalion that every time a man opens his mouth he irritates someone. It goes for email marketing as well. You cannot satisfy everyone and you will therefore lose a certain percentage of potential subscribers by a casual, ill-judged phrase. In those cases where a few tweaks can lower that percentage, it … READ MORE »
We've covered what to do with negative testimonials, but for best results you need to use the positive ones to their best effect. This doesn't mean peppering them throughout your email marketing campaign but accurately targeting them. By all means have a collection of them on one page on your website to reassure those who … READ MORE »
The main limitation associated with email marketing is that we can only send to people who have already subscribed to our email marketing lists. We probably all believe that there must be hundreds of others out there who would be interested in our products if only we could contact them. There is a method of … READ MORE »