Tag: email campaign management

Taking a risk in email marketing

We recently mentioned the advice given by the Committee of Advertising Practice (CAP) on what can and cannot be claimed in non-broadcast advertisements, including the best email marketing. Our suggestion was that you should still push the boundaries. However, throwing caution to the wind has never been the sensible option. Whilst we all enjoy the … READ MORE »

A well designed landing page

I used to build flying model aircraft. One rather hurtful criticism of my abilities in controlling them was made at the club annual dinner when I received a special award for the way I landed my planes. The comment was that: 'they didn't so much land as arrive.' This is an apt description of many … READ MORE »

2014 CAP FAQs

First a short explanatory paragraph:   There is a Copy Advice Team (CA Team) working under the Committee of Advertising Practice which writes and maintains the UK Advertising Codes as for the Advertising Standards Authority. The CA Team have produced a list of frequently asked questions for those concerned about the content of their non-broadcast adverts, … READ MORE »

Good advice from CAP?

The Copy Advice Team of the Committee of Advertising Practice (CAP) has recently published a Frequently Asked Questions article on non-broadcast adverts, including email marketing. It focuses mainly, rather predictably, on the legal aspects of copy. See: New CAP FAQs  I have a lot of time for the CAP. Their advice is normally quite clear … READ MORE »

Multiple bespoke landing pages

It comes as a bit of an effort to suggest that you should try designing multiple landing pages. After all, extra effort in email marketing is something that I preach against. Doing just enough to get to the on top is my suggestion.  The problem with having one landing page for an offer is that … READ MORE »

Seven landing page essentials

With the current heavy emphasis on subject lines and the design of the email proper, landing pages have become the Cinderella of the email marketing world. As long as subscribers click through it seems as if everyone is happy. Yet the conversion rate is probably the most important statistic you receive. Just to clarify, the … READ MORE »

5 reasons to bother with multiple landing pages

If a landing page works for one person you might wonder why you need more. Here are some reasons to invest that little bit of extra effort. Targeting It is as important to target the landing page as it is the marketing email design. Just as there is no universal design of email to suit … READ MORE »

What’s so good about your landing pages?

It can be useful to leave the confines of email marketing when looking for ways to improve performance, even into sports science. The senior coach with my rugby team will, if we lose like last Saturday, demand of each player in the huddle after the final whistle: “What did you do well today?” No glib … READ MORE »

Not so random email marketing

In previous articles on testing the suggestion has been that you should divide your email list randomly. This is, statisticians reckon, impossible but the best you can do is good enough. However, there are times where it can be beneficial to be partial. If, for instance, you are disappointed to find that your click-through rate … READ MORE »

HTML email testing example

We’ve described the theory of email testing over the last couple of weeks but you will, no doubt, appreciate a walk through. We will assume you have seen stagnation in your click-through rate over the last few email marketing campaigns. Whilst it hasn’t got worse, your past data suggests that you should expect rates to … READ MORE »

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