Tag: email campaign management

Steam power

Email marketing is a bit like steam powered ships. The advantages are so overwhelming that it is tempting to start anew, wipe the slate clean and seek other clichés. But care should be taken. I don’t want to extend the analogy too far but for many years boats had steam and sail power, getting the … READ MORE »

Do as you are told

Any top ten list of what should be in a direct marketing email will include a call to action, that is a click through to the offer. It will be on any top two list as well. It is the whole reason for the email. But don’t just call: demand. No matter how cool people … READ MORE »

The same variables

The statistics supplied by email marketing software should not been seen as static. If you use them only to define what has happened then you waste their most powerful facility. They can do so much more than just prove a reasonable return on investment. Look beyond where you came relative to the various targets and … READ MORE »

All in-house

An in-house email list has a major advantage over a bought in one: it gives a much higher return. This is due in the main to two factors, the first being that, with the use of email marketing software, any campaign can be targeted and secondly, you start with a relationship right from the beginning. … READ MORE »

Customer lifecycling

My grandmother would say of anyone who called themselves a customer relationship manager (CRM): ‘You want to watch that one.’ A suitably vague condemnation for a suitable vague title you might think. The post is all about retaining customers and realising their potential, a vital role in any company. For those engaged in direct email … READ MORE »

Get the measure of newsletters

A newsletter seems to go against the basic tenets of good business. You must make the content worthwhile so it will have intrinsic value and here you are, giving it away free of charge. The only justification for the investment of time, effort and money is a reasonable return. So how can you prove it … READ MORE »

When it doesn’t

You have had fun when creating the email. You have followed the excellent advice that came with the email marketing software, the graphics are quite stunning, the list has been generated in-house, and you have told everyone to be ready for the surge in orders. And now you have a meeting with the boss to … READ MORE »

Classification

A database consisting of just email addresses is of limited use in planned email marketing. Information alone is not enough. What you need is relevant information. But that leads to the question: what is relevant? You will, of course, have your customers’ purchasing history and that must be included on the database. But a tick … READ MORE »

Systemised customer support

Email marketing allows simple and cheap response to specified events which can have the benefit of helping to retain customers and increase sales. There is as much potential in small businesses as larger ones for the majority to be fully automated. Every bit of automation saves time and money. The first decision is what events … READ MORE »

Email marketing lists

Keeping customers to ensure a high return on investment Any article on how to enjoy success with email marketing could start with the statement that the most important aspect is targeting. Out of all subjects, customer retention is the one where this is most appropriate. The first essential of any email marketing campaign is to … READ MORE »

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