Tag: email campaign management

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 »

Basic Testing Methods

Testing all aspects of your email campaigns is the only way of ensuring you extract full value out of your email marketing software. The statistics that emerge are clear, precise and, unfortunately many feel, inarguable. Testing proves, and that is its strength. You will be able to access a considerable quantity of data through your … READ MORE »

Testing in Email Marketing

Testing is an essential in email marketing. Unless you test and test again you will not only fail to realise the full potential of any campaign but you will also lose a lot of ground to your competition. It is easy enough to ensure that your tests give accurate and useful data. The most common … READ MORE »

Don’t believe anyone in email marketing

This is especially true of those who are prescriptive and, whilst I find it hard to say this, it includes me if I say you must do it my way. This is not to suggest you should not go on reading this post, in fact, just the opposite. This is a warning against assuming that … READ MORE »

A good idea

Whilst there are many initiatives which will radically improve your email marketing, waiting for inspiration before embarking on a campaign is probably a bad idea. So look for what works for others as these systems will probably work for you. You might think that an article in the International Journal of Hospitality Management dealing with research … READ MORE »

Let others do your work for you

It is an unfortunate fact that basic research costs. Once we have an idea of what might work, email marketing software can tell us whether it does or not, but for initial direction we have to pay for it ourselves. Or we could pinch other people’s research. Professor Wansink of Cornell University, writing in the … READ MORE »

Designing emails for mobile devices

If at the moment most of your marketing emails are not read on mobile devices then I feel confident in saying that it will not be long before they are. The statistics are quite definite. Indeed, the main reason people buy smartphones is to read their emails on the go. The advice in the past … READ MORE »

Mobile email marketing

As far as email marketing is concerned, the argument is over: you should design for mobile devices intitally. Reading emails is one of the main reasons – the one according to some surveys – for people to buy and use a smartphone. Historically, the layout and choices when designing a marketing email have been made … READ MORE »

Blown to one corner of the world

We’ve had a wander around which details are needed for an effective database without being in any way specific. Perhaps now is the time to define the nature of the email data you need. The answer is simple enough: it varies. Whilst a common generic name for what we do could be called bulk email … READ MORE »

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