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 »
I was once tested to be a presenter on TV. Nothing dramatic, just the occasional few seconds on local news giving brief bits of information to people who were not really interested. We were given a list of things to consider. They were not necessarily what you might think would concern a presenter. I did … READ MORE »
The value of the data that you obtain from your email marketing campaigns, and that of your subscribers’ reaction to newsletters and browsing, is that it allows you to predict to a very high level of probability. This means you can segment your email marketing lists into groups which will act similarly. It is the … READ MORE »
If you have an inbox, it will come as no shock when I tell you that mine is creaking under the weight of Covid-19 related emails. I don’t want or need to be asked ‘How are you?’ any more. I can understand that companies want to appear as if they are concerned, or doing their … READ MORE »
The best way of ensuring success of an email marketing campaign is to provide a solution to a problem that your subscribers have. It’s a basic tenet. You are telling them that you understand their difficulties, and, after some thought, have come up with a solution for them. Not only do they buy from you, … READ MORE »
You will note that the heading is a question. This is not a list of clichés to avoid like the plague, but more when you can use them to your advantage. You should exercise care, but you can say that about all words in an email marketing campaign. Some clichés are pleonasms, such as bent … READ MORE »
You don’t use the same tone of voice to speak with all of your friends, relatives and colleagues. It would be inappropriate. You tend to be serious in the office, especially when your contract is up for renewal. With friends, you’ll be more light-hearted. Not perhaps quite so jovial when discussing the appalling performance of … READ MORE »
In bygone days, where there were no minimum weight limits, there was an adage in a formula one team design studio that ran; ‘simplify and add lightness’. It has a certain ring to it. As adages go, it covers all the essentials. It was expressed by others in a manner not quite so musically; ‘the … READ MORE »
In-depth research is a great method to improve performance. It is expensive, so it’s much better if someone else does it for you. Recent, well supported, research shows that the best wordage for an email marketing campaign is between 75 and 100 words. You should treat the research of others with care, especially if you … READ MORE »