Tag: email campaign management

A Personal Diatribe

One target you should have, and on every email marketing campaign, is to keep those on your email marketing list happy. They should welcome your emails and open them with anticipation. It seems strange, therefore, that so many companies ignore the most basic sensible systems. Let’s go through some of the most frequent mistakes as … READ MORE »

Changing My Habits

I received an email a week or so ago from a software company I regularly buy from, although in a desultory fashion. I like the way their various applications integrate. It’s not the cheapest out there, but far from the dearest. I subscribe to their bulk email marketing list but this email stood out from … READ MORE »

Stand Out by Being Subtle

I have just received a marketing email that stands out from the crowd, not through any massive difference but because of attention to detail and clever use of the data on an email marketing list. Such quality is well within the reach of anyone in the business but, for some reason, few take the trouble. … READ MORE »

When ‘Double Opt-In’ is the Way To Go

When we are told by just about everybody that there should be no barriers to subscribers getting onto your email marketing list, there is something frighteningly counter-intuitive about the double opt-in. This is when you require a customer to confirm their initial subscription. It doesn’t take an awful lot of working out to realise that … READ MORE »

The Logic of the Illogical ‘Double Opt-in’

You will have heard of the ‘double opt-in’ and, if you have given it brief consideration, you will probably have dismissed it out of hand as it will restrict the size of your email marketing list. You might think that there can be no justification for this. A double opt-in is when you require a … READ MORE »

Learning from Others’ Mistakes

Learning from your mistakes is a good policy. Learning from someone else’s mistakes is better, if only from a cost point of view. Bulk e-mail marketing is fraught enough without the added financial burden when you get it wrong. It is refreshing therefore when a company as big as Tesco, and you don’t get much … READ MORE »

The Best Teacher is Other People’s Errors

Gloating over someone else’s misfortune should not be so enjoyable. When the likes of Tesco makes an almighty mess of a promotion perhaps the better response is to think: “What lessons can I learn from this for my next bulk email marketing campaign.” Unlikely though it sounds, it all started over a £1.99 400g punnet … READ MORE »

Familiar Words

The advertising standards authority (ASA) has upheld a number of complaints recently (see http://www.cap.org.uk/News-reports/Media-Centre/2013/Holiday-Promotions.aspx) about wording in advertisements. The implications are of interest those of us engaged in bulk email marketing. There is nothing really earth-shattering in the decisions, in fact the real surprise was that a large company would choose the wording they did. … READ MORE »

Emptying the Bin

Every now and again companies will send out emails to subscribers to ask if they wish to remain on their email marketing lists. Their desire is not to relieve their customers of the tedium of unwanted emails but to rid their lists of unresponsive addresses. You should have a system in place whereby you remove … READ MORE »

Unique direct email marketing

Anyone who tells you a fact about direct email marketing should be ignored. If you think an idea might be worth a punt then nothing should stop you giving it a go. As long as you limit the risk and keep control of the costs there is every reason to experiment. However, there are one … READ MORE »

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