What are the best ways to get people to sign up to your email newsletter? Work out who your target group is and then concentrate on them. You will then know what copy they would want as well as whether to opt for designer graphics or if content is king. When the product is just … READ MORE »
Email has been described as primarily a retention medium. Most email marketing activity, not to mention budget, should be focused on retention. Research has shown that a small reduction in customer loss can result in a disproportionate increase in profitability. Retention requires precise targeting of customers. This enables timely and effective communication aimed at keeping … READ MORE »
Email marketing thrives on imagination and inventiveness and the executives who supported the Tesco ‘Pricecheck’ will need such skills when coming up for excuses for the fiasco. Whilst anyone can make a mistake, those that are very obvious should, very obviously, be avoided. So what went wrong? That is not easy to answer. The inherent … READ MORE »
There are a number of variables that have to be considered in any email marketing campaign. The email itself has to be designed, the offer costed and even the precise time you are going to send it is another decision. However these are secondary to the most important one of all: which of those on … READ MORE »
Profiling might be the stuff of exciting police dramas on television but it has a place in email marketing as well. The current economic situation, as well as what is to come, together with the increase to 20% VAT might not seem reasons to be cheerful, there are some positives if you look carefully enough. … READ MORE »
It is clear that of all forms of advertising, email marketing is the method of the future. A Google sponsored report shows that many companies are funding their increase in their email marketing budget by reducing investment in other forms, such as direct mail and social networking. The only significant cost is in setting up … READ MORE »
The DMA Email Marketing Council’s 2010 National Client Email report (The report) starts by suggesting that it “provides fascinating insight into the progress the email marketing sector is making.” Can one believe any self recommendation? The following statement is less than startling. “As the findings of the report testify, the medium continues to evolve through … READ MORE »
One would assume that the SMART acronym for target setting is well enough known to not bear repeating. So do you go through all five stages each time? The answer is probably not. Why should you be different? The most difficult of the five for those engaged in email marketing is probably the R, variously … READ MORE »
The major concern of most people when studying the UK Government’s budget was probably how it effects them both personally and professionally. This is not necessarily an indicator of selfishness and ‘What’s in it for me?’ is, in all probability, too harsh and indictment. One change must have made us all sit up and take … READ MORE »
There is little doubt that the budget has set the tone for a number of years to come. The only argument seems to be for how many. Whilst it is wrong to suggest that the degree of retrenchment comes as a shock it does give the feeling that belt-tightening is now official. Times are hard … READ MORE »