Tag: email campaign management

Try a completely honest marketing email

As clichés go, ‘honesty is the best policy’ has a lot going for it and I make no excuses for using it. However, as an aphorism, it doesn’t go far enough. There are positives and negatives to the unexpurgated. No product is perfect. Everything is a compromise. You offer a hotel that is close to … READ MORE »

Nothing is free in email marketing

‘Free’, used in an email marketing campaign, gives the impression of no charge. When it comes to free shipping of items bought online it actually means no additional charges if the basic shipping option is chosen. Its cost is included in the item price, of course. Do people place much emphasis on merely having the … READ MORE »

Do not overload the email

There has been a great deal of research on choice overload, in essence more is often less. It has been shown that if you offer a choice of half a dozen broadly similar items you will get better returns than offering sixty. This is not taking into account the savings associated with smaller stock ranges … READ MORE »

Email marketing and internal communication

The Metropolitan (London) police force were recently derided for publishing an internal document of instructions on what their officers and staff should consider when sending emails. This gave rise to much hilarity in daily papers, the suggestion being, it would appear, that officers should instinctively know such things. Few would argue with the suggestion that … READ MORE »

Do what the police tell you

Although not aimed at email marketing of course, the Metropolitan (London) police force recently produced guidelines for internal and external emails. Whilst some newspapers, hungry to fill space, were critical, if looked at sensibly, there was a lot of sense in them. In brief, the 10 points were: 1/ Keep the title simple and clear. … READ MORE »

Spelling matters

When using maps to navigate I always used to know where I was, more or less, at any specific time. Come satnav and I am, to all intents and purposes, lost. All I know is which way to go. It is the same with spell- and grammar-checkers. Poor spelling is bad enough in a marketing … READ MORE »

A common language

Most people prefer the familiar. It is reassuring and, probably more importantly, they don’t have to think. This is especially so of text and has been recognised by the newspaper and periodical industry as, when you are asked to write an article, you are normally send a ‘style of the house’, a brief (although not … READ MORE »

Email marketing and genders

With International Women’s Day and Mother’s Day occurring within the last week or so now is probably the time to discuss gender issues in email marketing. The differences between men and women would appear to run deeper than most of us realise. When planning a marketing email it doesn’t matter whether this is through nature … READ MORE »

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