Tag: email campaign management

Many Happy Returns

The run up until Christmas will have generated a high workload, next the rush of the replies to your post Christmas email marketing campaigns and then, just when you are about to catch your breath, the returns start coming in. Happy New Year for everyone but you. How you deal with your returns can make … READ MORE »

The purpose of Subject Line in email marketing

The easy answer to the question ‘What’s a Subject Line for’ is; to encourage a subscriber to open your marketing email. To support that, the way one judges a Subject Line is to compare the returns before and after a change. If the new line increases the open rate, it is better than the one … READ MORE »

Watson Burgles Homes

The role of sub-editor is a difficult one. Someone in your team will have the responsibility for that function, if not the title. In essence, a sub-editor will check all copy, that includes the email marketing campaign as well as the website, for spelling, making sure everything fits, and giving feedback to the writers in … READ MORE »

Stopping opting out

We recently covered how to discover the external reason, i.e. not caused by the email itself, for a peak in unsubscribe rates in one of your email marketing lists. Identification of cause is only the first step. You must now come up with a plan of action to redress the problem. First the good news; … READ MORE »

Why they forward a marketing email

The main limitation associated with email marketing is that we can only send to people who have already subscribed to our email marketing lists. We probably all believe that there must be hundreds of others out there who would be interested in our products if only we could contact them. There is a method of … READ MORE »

Deliverability and reputation

We’ve already explained how poor list control and the inclusion of certain words can affect deliverability rates in any email marketing campaign but there are other, more obscure causes of diversion to the spam folder. Reputation is critical as once you have been classed as spam, any slight warning sign will be given much more … READ MORE »

Postal surveys

With the benefits of email marketing software allied to all but instant returns, you might think that postal surveys have had their day. All one has to do is consider the disadvantages. 1/ They are, most assuredly slow. It will be at least weeks, maybe even months, before sufficient returns arrive. The results could not … READ MORE »

The obscure advantages of postal surveys

Is there any point to postal surveys? Email marketing fits in perfectly with the modern requirement for instant gratification. Press the button to send and there's not enough time for a cup of tea before the data starts arriving. The particular disadvantage of postal surveys is that the results are historical. The gap between the … READ MORE »

Technical video matters

It isn't often that one can promise a definite yes or no in email marketing, so it comes as a bit of a disappointment to realise that just a year ago, the answer as to whether to embed video in an email was a definite no. Now some mobiles allow autorun, it is more of … READ MORE »

Technical considerations & video

The planning is complete, the video is made, and the only decision is what to do with it. The most frequently asked questions are: 1/ Do I embed it in the email? A year or so ago, the answer would have been no. As many email clients did not support video, it was clearly a … READ MORE »

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