We have mentioned before that segregating email marking lists is the quickest route to better returns. Research shows it will improve, amongst other returns, open rates, completion rates and unsubscribes. It also ensures that you don’t waste a window by sending a general, untargeted offer. There are a number of straightforward ways you can split … READ MORE »
1. Build an in-house email marketing list There is no easy shortcut. Buying-in lists is expensive and gives a poor return on investment. 2. Calculate how much obtaining each email address costs you It is tempting to throw everything at list building in the early stages, but take care. If you are just moving into … READ MORE »
Many email marketers measure their success by the number of addresses in their email marketing lists. To a great extent this is true. The more names one has the greater the chances of the click-through and a purchase. Who could argue against that? In fact, quite a few people will. Managing your email marketing lists … READ MORE »
Keeping customers to ensure a high return on investment Any article on how to enjoy success with email marketing could start with the statement that the most important aspect is targeting. Out of all subjects, customer retention is the one where this is most appropriate. The first essential of any email marketing campaign is to … READ MORE »
Check-lists can be extremely useful in suggesting that you are actually getting somewhere without having to put too much effort into it. For instance, if you were running a campaign to obtain email addresses for an email marketing campaign then you could tick the box against Aims just by deciding that you want email addresses. … READ MORE »
First the good news; email marketing is in another state of change Change is happening in email marketing. I know it’s happening all through business but let’s be parochial. We have gone through Covid, with its increase in online sales giving us lots of opportunities almost for the taking. Change generally benefitted us. The political … READ MORE »
There are many online articles, some written by me, suggesting words that should not be included in a Subject Line of a marketing email, the intent being to stop it from being diverted into the Spam folder. It’s a risk to pepper them within email copy as well. In addition, there are other words to … READ MORE »
We have all been used to negative forecasts for SMEs but they haven’t been as dire for some time. Every economist, political reporter, marketing researcher and their dogs are suggesting that whatever business we are in, we are going to struggle over the coming months, email marketing included. History, though, tells us otherwise. In any, … READ MORE »
It is a truism that most people do not like change. But don’t let that fool you: it is true. Yet customers expect change. If you stick with the same old, you will appear to these change-haters as someone who doesn’t care. You need to ensure you do not upset the subscribers to email marketing … READ MORE »
There’s a persistent rumour that price is the most important factor in email marketing. Make your product cheaper and the customers will flood to your door. Don’t believe it. It’s nothing more than a comforter for those who don’t really understand what email marketing is all about. It’s not that easy. You don’t pick a … READ MORE »