Tag: email marketing list

Don’t Dump Gen Z’s Into a Single Email List

It's tempting. You see a subscriber in 19 and think: "Ah, Gen Z. I know what they want – TikTok, protein power and wireless earbuds." But if you're segmenting your email marketing list based solely on age, you're playing a dangerous game of stereotypes. Let's unpack why that's a bad idea – and what to do instead. The Myth of … READ MORE »

Stop Clickbaiting Your Subscribers: Build Trust

If you think there's something revolutionary about the latest email marketing tactics, think again. Strip away the tech and tools, and it all comes down to one thing: trust. And guess what destroys trust faster than a dodgy-looking link or a misleading Subject Line? Clickbait. You want email marketing campaigns that don't just get clicks, but earn loyalty? Of … READ MORE »

How To Grow Your Email Marketing List

Building an email marketing list from scratch can feel like standing at the bottom of a mountain with a backpack full of boulders. But like any climb, success comes step by step – and with the right map in hand, you'll scale it faster than you think. Think of list building like an assembly line. … READ MORE »

Poor Email Marketing Delivery Metrics: Why?

When your email campaign underperforms, deliverability should be one of the first things you check. If your message doesn't land in the inbox, it doesn't matter how brilliant your copy is or how enticing your offer sounds. Worse still, if your emails are being filtered into spam folders, it can damage your sender reputation further – a … READ MORE »

Even Big Names Can Botch GDPR – Spectacularly

You'd think a department holding data on 28 million children would treat it like gold dust. Instead, the Department of Education (DfE) handed access to a company that then used it for online gambling. Yes, really. According to the ICO, between 2018 and 2020, one company with no legitimate reason to access the Learning Records Service (LRS) database … READ MORE »

An Introduction To Split Testing

In these blogs, the importance of repeated testing is often reinforced. Split-testing, also known as A/B testing, is the way of perfecting all forms of email communication, but particularly those used in email marketing. It can, should actually, be used for landing pages as well. It’s the most effective way of increasing ROI. Intuition can … READ MORE »

When To Be Circumspect In Email Marketing

Although in many situations, the two coincide, there’s a significant difference between risqué and risky. Simply put, being risqué is often too much of a risk in email marketing, as Tesco discovered recently. Mind you, a bit of thought might have made them think again. They used the words ‘shiitake’, ‘pistachio’, and ‘fettucine’ in newspaper … READ MORE »

Encouraging Community Spirit

One of the most ill-used words in common usage is ‘community’. It has an almost universal application to any group of more than one, and as such it has become meaningless as a description. If you split your email marketing list, you could call either group a community, yet they only have responses in common. … READ MORE »

The ICO’s Views On FIO Requests

As you can imagine, I have to do a considerable amount of research with regards to the intricacies of email marketing in order to validate what I post on here. I’ve recently spent time on the Information Commissioners Office website, https://ico.org.uk/ . During periods of change, it’s almost a second home for me as it … READ MORE »

Giving Away Something Brings Its Own Reward

I’ll take a wild stab in the dark and suggest that almost everyone enjoys getting something for free. I know I do. The recent holiday period showed that it holds true for my grandchildren as well, and there must be very few who look it in the mouth. If a company sends a gift to … READ MORE »

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