Tag: Data Segmentation

Make Use Of Your Historic Data

We all want to know if the pandemic and lockdowns have damaged email marketing. After all, we need to be fully aware how it has affected our businesses.    The first thing to concern us is whether we should change our methods. Most reports suggest that subscribers’ behaviour was modified to cope with each crisis, … READ MORE »

How To Differentiate Between Subscribers

We must accept one point: everyone is an individual. It’s impossible to decant them into specific compartments. Segmenting your email marketing lists is not simple, but can be accurate and worthwhile. I’ve often referred to the old-time sales staff who would be in face-to-face contact with the customer, and have used their techniques as an … READ MORE »

Profiling Subscribers Like The Detectives

Lockdown has meant I’m seeing more true-crime programmes on TV. I get excited when the detective gradually hones in on the offender by using all the tools of his trade, including, on occasion, a profiler. We do of the same in email marketing. Another description of profiling is building a persona. We tend to have … READ MORE »

How To Improve Your Calls To Action

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 »

The Next Step For Your Email Campaign

We’ve recently discussed the first three matters that need to be settled when you are planning an email marketing campaign: what the purpose is, who would be interested and the specifics of that group of subscribers. These are the basics. Everything you do now should be built on this foundation. While those on your segmented email … READ MORE »

Advantages Of A No Blame Culture

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 »

Can Body Language Help Email Marketing

It might seem a bit of a stretch to suggest body language can be useful in our craft, but read on. I used to teach communication methods to sceptical students. I would walk into the class, put up a flipchart onto the board and reveal the lesson’s title to expected moans and sounds of resignation. … READ MORE »

How To Re-Engage Lapsed Subscribers?

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 »

Keep Your Data Up-To-Date

There was a small group of us youngsters around a table in the college canteen when the most flamboyantly dressed among us got up to go to class. A student said to the table at large, “He’s so cool. He doesn’t care what anyone thinks about the way he dresses.” She was wrong of course. … READ MORE »

Refining Social Proof In An Email Campaign

We mentioned recently the advantages of social proof in convincing your subscribers to complete. There’s nothing quite as convincing as wondering why, if everyone is doing something, you are left out. We highlighted six general headings. This alone is not enough; like everything else in email marketing you need to target. For instance, one of … READ MORE »

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