Market research budgets are, according to research, being restricted year-on-year and the Covid-19 pandemic has significantly increased this trend. For us it might be good news. If other companies, particularly competitors of yours, are changing their targets for investment, it almost always means that a gap will be opening for others to exploit. And it … READ MORE »
The ICO has been very strict with regards to profiteering from Covid-19 response and lockdowns. Tell a lie in a marketing email and you are in the crosshairs. That should not stop you from experimenting with ways of gaining an advantage because of lockdown and people’s wish for more dependable information. Google is a ready … READ MORE »
It’s official; you can’t trust online reviews. A recent Which? report condemns them and you can’t get more immutable than them. Rather ironically, people believe the headlines rather than reading through the copy and understanding what the actual conclusions were. For email marketing generally, reviews of service are infrequent. On the other hand, if your … READ MORE »
The highly memorable poem by Rudyard Kipling, ‘If’, is much loved but, from an email marketing point of view, it leaves out one skill. While it would probably not have improved it, it might have been useful to include; If you can solve other people’s problems while ignoring your own . . . You know … READ MORE »
The value of the data that you obtain from your email marketing campaigns, and that of your subscribers’ reaction to newsletters and browsing, is that it allows you to predict to a very high level of probability. This means you can segment your email marketing lists into groups which will act similarly. It is the … READ MORE »
Do you remember the pre-Christmas TV advert for the exercise bike? You probably will if you frequently use social media. It was slated as sexist, the assumption being that the man wanted his partner to get fit. My younger daughter-in-law was bemused. She’d have loved to have one, but the family finances enforced other priorities. … READ MORE »
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 »
In an online world, where it is so easy for customers to compare prices, any edge, even a slight one, is to be grabbed by both hands. One of the easiest seeming routes is to appear ‘better’ than your competitors by having lower prices, quicker service, or, perhaps, going greener in your email marketing. The … READ MORE »
Social media is going through one of its periods of attacks on false claims of being green. We should accept that it is impossible for email marketing to be completely green in the sense of having no environmental impact. Servers, the requirement for precious metals giving the need for mines, plastics everywhere and transport of … READ MORE »
The final stage of the marketing funnel model is Advocacy. It’s the aspect that gives the greatest returns. After all, potential customers believe reviews before whatever you say in an email marketing campaign. Get advocacy sorted and so is your company’s future. It is not the easiest aspect of the marketing funnel to crack, though … READ MORE »