Have you ever worked under one of those bosses who was personable, convincing, enthusiastic, and, given a target, would chase it? A 20% increase in an email marketing list? Off they’d go, like a rat on a rocket down a drain, everything ignored except that figure. Their management tactics would have begun with setting targets. … READ MORE »
Let me confess from the beginning that all I’m suggesting is that following the data blindly can often be a poor option. For email marketing, data is a tool, nothing more. It needs to be kept sharp, but be careful of stabbing yourself. Let’s say that you want to split test a new email design. … READ MORE »
What makes you pull a book from the shelves of Waterstones? All you have to go on are the title, author and publisher yet, after a quick perusal, you will be able to pick a book that, even if you do not buy it, it will probably interest you. You can see why authors will … READ MORE »
There’s only one way of assessing the overall success of an email marketing campaign and that is by the return on investment. It’s the only metric that matters. However, you need to concentrate on the details rather than go for changes to the total. The function of a marketing email is to get your subscribers … READ MORE »
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 »
I read a lot of statistics about marketing in general and email marketing in particular. I’ve noticed that there is a degree of variation in the results, as is only to be expected, and in any case any stats that don’t come through our email marketing software is of little interest. However, there are trends … READ MORE »
I have one or two contacts whom I’ve found are informed and willing to say what they think will happen in set circumstances. Most irritatingly, one of them, involved a bit in politics, accurately predicted the result of the election almost from the start. He was more accurate than the polls. He phoned me when … READ MORE »
Last week’s election result surprised many, not least Theresa May. We will ignore the machinations of party politics and the problems with forming a coalition and concentrate on what its likely effect will be on email marketing. Let’s start by saying there is no consensus. A few minutes rustling through newspapers and online will reveal … READ MORE »
With email marketing software becoming more sophisticated year on year you will, no doubt, wonder if there is one that is more important than all the others. I'll take an educated guess; most of those involved in email marketing would suggest that the open rate is the one essential. After all, if an email is … READ MORE »
We’ve already explained how poor list control and the inclusion of certain words can affect deliverability rates in any email marketing campaign but there are other, more obscure causes of diversion to the spam folder. Reputation is critical as once you have been classed as spam, any slight warning sign will be given much more … READ MORE »