A call to action can seem a little intimidating for subscriber reading a marketing email. Some boxes can come across as too demanding. A ‘Click Me’ is nothing more than an abrupt demand for action and lacks the subtle encouragement that should be our norm. We need to do better. We don’t do ourselves any … READ MORE »
It’s easy enough to identify those marketing emails where time and trouble has been taken to pick what they feel will be an image that could assist with completions. There appears to be two main criteria for picking images: pretty and representative. Most email marketing companies seem to stick to one or the other, … READ MORE »
Every word or phrase in the copy of a marketing email must serve a particular purpose, one that’s not covered by any other. Copywriting is that simple. If there’s no reason for it to be there, get rid of it. It’s unwanted weight. The difficulty some people find when doing so is identifying superfluous words, … READ MORE »
Some years ago, way before I started in email marketing, I worked in another discipline, and discipline was the word. There were sanctions if you did anything proscribed, and there were lots of things proscribed. When new in the role, you can imagine how I felt when, during my first important job, I made a … READ MORE »
I know someone who works with a charity that tries to divert youths on the cusp of a life of crime. It is a worthy project, as I’m sure you will agree. The person in charge has described their intent as attempting to discover as much about each individual as possible and then to evolve … READ MORE »
You can’t argue against it. It’s obvious that selling products at a loss does nothing for your ROI, at least not directly. Yet email marketing companies do it. Not only that, the most successful seem to do it more than the others. Therefore, they must have their reasons. For research purposes I subscribed to … 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 »
We all could do with more metrics for segmentation in email marketing campaigns. You might well feel frustrated at the rate at which the information comes to you. However, there are ways to encourage subscribers to give you more information. There are, I am informed, two types of people who buy software: those who consider what … READ MORE »
Have you ever had that feeling when reading the latest ‘in-depth’ report on email marketing that ‘I knew that already’? Some conclusions would have been remarkable only if they’d said anything different. Yet even the expected results can make you exasperated. A recent report stated that fewer than 50% of companies segmented their email marketing … 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 »