Tag: email lists

Integration

The one truth of email marketing is that an individual sale is of little consequence. It is repeat purchases that matter. That is the reason for email lists and why your intent should be to keep subscribers on it and increase their number. A sale is merely the prelude to the next one. Buying is … READ MORE »

What not to do

Given that obtaining subscribers to email lists is probably the highest single expense in email marketing, it can be seen as excellent advice that once you have them you should do everything you can to keep them. Well, everything within reason. However, anyone who has bought a number of items via email marketing can tell … READ MORE »

Dreams may come

I remember the hopes we all had for the paper-free office. They seem a little naive now of course. But then others are talking of email marketing with fully automated contact with customers. It is theoretically possible but as with the paper-free office, is it worth the effort? The trick is to aim to cut … READ MORE »

Do unto others

Efficient answering of customer questions sent by email is an essential and it can mean major savings. There is little doubt that email marketing suffers with regards to customer care compared to a shop as in the latter a customer can wander in and discuss matters with a member of staff. But the training of … READ MORE »

This time it is personal

You might be wondering how your strategy should change if, as seems likely, the country does not turn the financial corner soon. The answer is, in all probability, do what those in email marketing should be doing already. The rather crude adage that for email marketing in particular it is more cost effective to spend … READ MORE »

All bounces are not equal

Jargon can be a problem for those engaged in email marketing. All you want to do is to increase the size of your email lists but it sometimes seems that you need a dictionary beside you all the time. Terminology can be confusing especially if it uses familiar words to describe events where they have … 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 »

It’s free!

It has been accepted wisdom for some years that one of the words to avoid, if you want to get your emails delivered, is ‘FREE!!!!’ This has been largely accepted to include ‘free’ but this may well be a step too far. Spam filters are fluid. They are tested every minute of every day by … READ MORE »

Mean, median and best

Much of the information that your email marketing software needs to be effective is logical and rather obvious. For instance, the database will naturally contain the full purchasing history of all your clients on your various lists. If you are selling printers then you will be able to work out the average time between purchase … READ MORE »

Just browsing

It is one of those things that people say: ‘There is nothing more irritating than . . .’ Whilst they may, without an awful lot of thought, accept it was an exaggeration, there is nothing more inclined to lose a customer than irritating them. You might be able to understand why the shop’s sales staff … READ MORE »

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