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Use words customers respond to

There are two main ways to use words in an email marketing campaign: you can convince by logic or you can persuade by emotion. They are not mutually exclusive and this makes it all too easy to become unfocused. For instance, you might be selling household security devices, such as alarms. You could be logical … READ MORE »

Use the right word

We are told by just about every email marketing sage to reduce wordage. The mantra is that we must cut to the minimum, then cut some more but leave enough to keep the attention of the customer in order to sell goods. We must show how good the product is, why they must buy it … READ MORE »

What’s on your website?

I haven’t always been in email marketing. I started out in the ad-setting department of a local weekly newspaper. The easier part of my job was to take rough notes from a client and convert it into copy. The harder part was to get the proofs accepted by my boss. Once, when unwisely voicing my … READ MORE »

12 ways to beat writer’s block

The worst thing for someone trying to create copy for the next email marketing campaign is a blank Word document. It seems to say, ‘Come on, see if you can beat me.’ It is the bane of many creative writers. Having a deadline only puts pressure on the author and so makes the situation worse.  … READ MORE »

How to keep children safe at Christmas?

Those on your email marketing lists will have a certain degree of trust in your company, almost by definition. If you are deceitful there is always the unsubscribe button to show their dissatisfaction. So how much emphasis should you place on any inherent risks with a product you sell?  There has been a lot in … READ MORE »

Email marketing design for mobiles

Recently we covered the changing nature of how emails are read. No longer are customers sitting at desks but are now pushing their way onto trains while they check their inboxes. We need to design marketing emails to cope with the new reality. What is required is not just responsive emails, although that is an … READ MORE »

Data protection: what goes wrong

You might think that any charges brought by the ICO against a large companies would be rather too esoteric for an email marketing company. After all, it must be a technical infringement. However, it would seem that they, like us, make basic errors.  A study of the ICO’s actions shows that even institutions such as … READ MORE »

The basics of landing page design

It is no exaggeration to say that a good, and we’ll come to what it meant by good, landing page design is the keystone of email marketing. So what do I mean by landing page? For the purposes of this article, a landing page is a special page on your website where people who click … READ MORE »

Nurturing your leads

You’ve got your lead. Someone has, for instance, logged onto your gated section where you keep articles that will be of interest to those you are targeting. Whilst this is good news, there’s some distance to go to get them to subscribe to your email marketing list. That’s where lead nurturing comes in. There are … READ MORE »

Building a relationship from a lead

We are told that lead nurturing, at least as far as email marketing is concerned, is similar to starting out on a social relationship. At the start there is nervousness and a reluctance to commit. There is a requirement for nurturing when two people are getting to know one another over a period of time. … READ MORE »

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