Sir Robert Mark was the first Commissioner of the Metropolitan Police to work his way up from a foot-patrolling constable to the top police job in the country, a fact that he was, quite rightly, proud of. He certainly repeated it often enough. He suggested to his publisher that the title of his autobiography should … READ MORE »
You might well have noticed a certain lack of professionalism regarding the use of pre-headers in email marketing being shown by the giants in the business. Yet their effective use can, and probably will, increase open rates dramatically. If you don’t plan your pre-headers carefully you are losing sales and therefore profits. I know I … READ MORE »
According to a television news programme, one of the major high street retailers is considering doing away with percentages when referring to reductions in pricing. It was not over the whole range; just about 50%. A quick perusal of their website shows that they haven’t yet entered wholeheartedly into a review of their price reductions. … READ MORE »
The Subject Line has more than one function. It needs to catch the attention of our subscribers to our email marketing lists without putting them off with sensationalism. It has to intrigue, excite and encourage. The marketing email that is not opened is a waste of effort, so much depends on the Subject Line. Some … READ MORE »
Emotions play a major factor in most decisions we make, from what wine to have with dinner to the model of fridge-freezer that we keep the food in. From the point of view of someone involved in email marketing, logic has very little impact. After all we go by our data and what's good for … READ MORE »
Benchmarks are great for improving our email marketing performance. They provide us with a means of comparison which are both reassuring and provide an indication of where we can improve. The target of us all is to beat our competitors. However, the statistics are only useful if they are accurate and with the current lack … READ MORE »
Do you know what particular words and phrases your customers respond to best? More importantly, have you segmented your email marketing list to take this into account? How to ensure that the words and phrases you use in the body of the email relate to the specific subscriber might seem all but impossible, but we have … READ MORE »
You are probably as fed up with Black Friday and Cyber Monday email marketing campaigns as are the subscribers to your email marketing lists. They’ve probably been more stressed than you as they will have seen their preview pane a mess of Black, Cyber, Friday, Monday and Weeks. How did you do? Were you as … READ MORE »
I have an email address that I use for subscribing to email marketing lists in order to discover the latest trends and see what works and what doesn’t. Over the Black Friday/Cyber Monday (hereinafter Black Friday) weekend, I discovered, with little surprise, that I had 17 emails which included the heading Black Friday. What chance … 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 »