You will have been told that you should test everything you do, and then test again. An email marketing campaign that doesn’t include a split test somewhere in it is a waste. You’ll never get that opportunity again. Split testing is a simple system of problem solving. You identify something that is of concern, for … READ MORE »
It’s what we all have done, are doing or will do; worrying about the proportion of marketing emails being classed as spam. Internet service providers have various ways of defining spam and the reason your latest email marketing campaign has fallen foul of so many is, to put it kindly, because it deserved it. … READ MORE »
You anticipated a killing. You’ve built up a small but, you believe, good quality email marketing list. The first few, low level, campaigns went as well as you expected, and you learnt a lot from them; enough, you feel, to try something special. The offer was one you’d been planning for ages, one destined to … READ MORE »
It’s an exciting time when trying something new. It is normally tinged with a bit of self-doubt; after all, what if you make a mess of it? A reassuring aspect of starting out in email marketing is that there is lots of advice and help out there, both online and from your email marketing service … READ MORE »
I used to be a police officer. You might think this will not help your email marketing returns, but all will become clear. I stopped a car, the driver of which had failed to give precedence at a roundabout. I walked up to the car, following the standard checks of index plate, tax disc and … READ MORE »
You’ve been in email marketing for a while, and have enough subscribers to make it a worthwhile endeavour. You’ve run a few campaigns, improving a bit each time, but you seem to have reached a plateau. The graphs are not inspiring. Let’s assume that, like most people in your position, you’ve checked all the … READ MORE »
It is best to assume that the default position is that everyone reads their email on a mobile. In other words, you work back from that premise, personalising your segmented email marketing lists for the few who do not. The natural follow-on is that you should design your email marketing campaigns to ensure all aspects … READ MORE »
We’ve recently mentioned how your email marketing open rates depend to a great extent on your choice of Subject Line. You’ll be pleased to know that they need to be supported by a preheader and that these need as much creativity as the Subject Line. As the preheader is known by other titles, I’ll clarify … READ MORE »
The magic of colour is that you do not know how another person sees it. You can’t even describe a colour without reference to itself. Yet you need to crack colour psychology as, according to research, for those viewing a marketing email, 62% to a remarkable, stunning in fact, 90% of viewers make subconscious decisions … READ MORE »
There is no single method of planning an email marketing campaign that will suit everyone. We all want to make money but that’s a bit too vague to be useful. A plan has to be bespoke, specific to you and the product. A simple generic method that works for us all is to start at … READ MORE »