We’ve all been at meetings where a lead we’ve been pursuing is present and we have to approach them cold. There’s a persistent rumour that some people are a natural at this but there’s little doubt introducing themselves to strangers is a skill learnt by multiple failures and successes. Using emails to secure leads for … READ MORE »
Let’s start by saying what we don’t mean with regards to price comparisons with other companies. We’ve all seen the ‘basket of goods’ indulged in by supermarkets where prices of a selection of moderately essential goods is compared to that of their competitors. However, it’s a risky endeavour requiring a lot of preparation, bravery, lawyers … READ MORE »
I subscribe to a lot of email marketing lists, which means I receive a higher than average amount of spam. I am rather cautious and if I doubt the authenticity, I open the emails on an old laptop running Linux, which I regularly reinstall. You never know. Most of the spam and phishing emails are … READ MORE »
Many email marketing practitioners, both new and with experience, ask what are the best methods to generates conversions. Specifically, they ask what works now. The answer is surprisingly easy to discover, and it sounds as if it is just a glib answer. However, what has worked in the past for email marketing is likely to … READ MORE »
Although in many situations, the two coincide, there’s a significant difference between risqué and risky. Simply put, being risqué is often too much of a risk in email marketing, as Tesco discovered recently. Mind you, a bit of thought might have made them think again. They used the words ‘shiitake’, ‘pistachio’, and ‘fettucine’ in newspaper … READ MORE »
Here’s a little experiment you can try. I first saw it used by a content manager, whom I was assisting, against the owner of a website, but it works just as effectively for email marketing. She asked the chap, “What’s your favourite bit of your website?” He mentioned a feature that I had already identified … READ MORE »
Keep the hook at the top of your screen on a Post-It, in big bold type and keep looking at it. Know what you, or your boss, wants from the copy. More importantly, know what the subscribers to your email marketing list want and target them. Try to locate yourself somewhere quiet where interruptions will … READ MORE »
It’s one of the most repeated rules of testing in email marketing; only test one criterion at a time. If you test two, the results are no longer statistically clear and precise, which is the what makes testing such an essential tool. Do it properly and you know. Anything else is a guess and will … READ MORE »
In case you are not familiar with the term, transactional emails are automated responses triggered by interactions with your company. This includes a whole range of emails, from the Welcome ones when somebody subscribes to your email marketing list to those which are sent following a purchase. Subjectively, the rate of use appears to be … READ MORE »
I’m no politician. However, if I’m asked how to stop customers unsubscribing from email marketing lists, I will answer a completely different question. It’s the one you really want the answer to. You can’t stop people unsubscribing. The legislation controlling email marketing is quite explicit on the point and requires us to facilitate those who … READ MORE »