Tag: Email Marketing Campaign

CAP Help Note on Testimonials & Endorsements

We covered the practical use of testimonials a few weeks ago, endorsing them, so to speak, as extremely useful in email marketing. Right after publication, the Committee of Advertising Practice produced a Help Note on Testimonials and Endorsements (the Guidelines) which thankfully contain no contradictions of the main thrust of the article.  The Guidelines tend … READ MORE »

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 »

I reckon it’s not bad

Testimonials are the most influential device you can use in an email marketing campaign. The only differences in the results of surveys is how high the percentage is of those who trust them. A quick internet search shows that 60% is not unusual. If they are so good, you might wonder why everyone doesn’t use … READ MORE »

Testimonials in email marketing

The vast majority of customers would trust a recommendation from a friend regarding a product we were considering buying. A lower but still significant majority of them would also trust recommendations of a third party. It makes sense to highlight what previous purchasers thought of your products. Testimonials are an unerused resource that is just … READ MORE »

Which offer to make

It is one of the most persistent conundrums of email marketing: whether to include the cost of shipping in the headline price. If subscribers think you are being less than completely honest with them then you will lose sales, but a competitive price is one of the main reasons people will continue reading.  UPS have … 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 »

A dozen pointers to a good e-newsletter

Learn from the criticisms of others. These are comments from subscribers to e-newsletters (from now on just newsletters) gleaned from forums and blogs. Some appear to contradict which merely means you have a choice. 1/ Clear, simple and short For a newsletter which arrives every morning containing a précis of, for instance, news of a … READ MORE »

E-Newsletters: Helpful or Harmful

E-newsletters, now newsletters, can be of tremendous assistance in an integrated email marketing campaign, as imaginative companies have discovered. Unfortunately, many publications fold after just a few issues and this can harm a company’s image in a number of ways. The problem publishers have is how to move their newsletter on, giving the subscribers what … 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 »

Free email marketing campaign content

It can be irritating to have to give away material in order to attract customers. Whilst the efficacy of a loss leader is beyond doubt, have you ever wondered what it might be like to receive free items for your business? A friend of mine, a keen amateur photographer, once submitted some images to a … READ MORE »

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