There’s no way to sugar this pill; much of your email marketing data, secured over many campaigns, and the basis for your business, is probably out of date. It’s not useless, though. Far from it. The post-Covid and post-Brexit marketing world comes with changes for us. The success of email marketing is in its data, … READ MORE »
Writers block is when you look at an empty document and have no idea what you are going to write. Nothing comes to you. It’s not particularly uncommon and most writers have developed methods to overcome the difficulty of pressing the first key. If you’re dissatisfied with your overall performance or just want to improve … READ MORE »
Pick a number, any number as long as it is not higher than 100. Now put this number in front of the search criteria, Reasons People Buy. This rather unsubtle suggestion is to show that there are any number of triggers for people to buy a product or service you are selling. But you knew … READ MORE »
It might seem a bit of a stretch to suggest body language can be useful in our craft, but read on. I used to teach communication methods to sceptical students. I would walk into the class, put up a flipchart onto the board and reveal the lesson’s title to expected moans and sounds of resignation. … READ MORE »
You are, no doubt, wondering how marketing strategies will change due to Covid-19 and which direction you should take in planning email marketing campaigns. Histories will be written on the subject and, as they will all disagree, how can we hope to be definitive? The one thing you might consider is to check for trends … READ MORE »
If we want to succeed and sell, we need to garner as much data on the subscribers to our email marketing lists as we can. It’s hardly something that will be a revelation to you, but what you might find surprising is that there is a significant danger of depending on one metric. In other … READ MORE »
I’ve recently read research which suggests that B2B marketing has nowhere near the success rate of B2C, showing a performance rating putting 75% in the bottom 20%. That should not be described as a success rate. Various reasons are put forward for this disappointing result, some of which are supported by even a cursory examination … READ MORE »
Don’t you just hate them? There are very few absolutes in email marketing. It means you normally have to discover what’s hurting your RoI yourself, but some factors are obscure, and if everyone else does it, why shouldn’t you? That’s the mantra of failure. You have to find out what works for you. I am … READ MORE »
The most successful email marketing companies in the months, and possibly years, to come will be those which are able to respond to how their subscribers have changed in the post Covid-19 world. You might well be wondering how to plan for something so unpredictable. Read a dozen forecasts on what the new norm will … READ MORE »
Triggered emails, i.e. those sent when a specified occurrence occurs, are one of the mainstays of email marketing. Circumstances have changed due to the current pandemic response and we should consider extending the number of triggers in order to ensure we pick up every sale that is going. A classic example of a triggered email … READ MORE »