Tag: Email Marketing Campaign

Video revolution in email marketing

The promised flood of video in all things email has been a long time coming and has not yet arrived, much to the frustration of the pundits who promised it would. There are the first glimmerings though. The reason for the current take-up is probably the suggestion that video gives a significant increase in click-throughs … READ MORE »

When email marketing gets difficult

I write as a hobby as well as for profit. I love writing. That does not mean that I never have that sinking feeling when sitting in front of a blank Word document wondering if the words are ever going to come. Over the years I have developed processes to overcome this block on creativity. … READ MORE »

Removing common sense from email marketing

The problem with most problems is that they appear to be solvable by the use of common sense. This is not always, or even generally, correct. We should not be worried whether something ‘stands to reason’ so much as whether there is evidence available to show if a contention is true. It stands to reason … READ MORE »

The validity of endorsement in email marketing

A few weeks ago we mentioned endorsements, pointing out that they were an effective way of generating click throughs and completions and are particularly effective in email marketing. The post was mainly practical but the Committee on Advertising Practice (CAP) has come out with guidance on the matter.  The advice, which is described as for … READ MORE »

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 »

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