Tag: email marketing lists

Profiling Subscribers Like The Detectives

Lockdown has meant I’m seeing more true-crime programmes on TV. I get excited when the detective gradually hones in on the offender by using all the tools of his trade, including, on occasion, a profiler. We do of the same in email marketing. Another description of profiling is building a persona. We tend to have … READ MORE »

Is It Worth Jumping On The Bandwagon?

Bandwagon is normally used as a pejorative. It contains contempt for those who can’t think for themselves and instead merely follow others. There was a talk by a chap who thought he’d cracked the system when, in a previous recession, competing shops around his closed, leaving him as the only retail outlet selling his particular … READ MORE »

How to build loyalty of subscribers

If I was to tell you that I know a way of encouraging 71% of your subscribers to make more purchases, 61% to recommend you to friends, 41% to join a loyalty program and 40% to write positive reviews comments, you’d either bite my head off to get at it or think it was a … READ MORE »

Eliminating Words That Serve No Purpose

Every word or phrase in the copy of a marketing email must serve a particular purpose, one that’s not covered by any other. Copywriting is that simple. If there’s no reason for it to be there, get rid of it. It’s unwanted weight. The difficulty some people find when doing so is identifying superfluous words, … READ MORE »

Is Your Email Marketing Copy Boring?

Like a lot of writers, I regularly ask someone whose work I admire to check my copy. They don’t look for literals, poor grammar or the occasional over-used cliché, but instead read through a few randomly-selected submissions, not only for email marketing, and criticise them. It’s a bit of a risk, but only to my … READ MORE »

Use Auto Responders Appropriately

In the last five weeks I’ve lost two contracts. I’m not after your sympathy or advice; it happens, although more frequently nowadays. Both were expected. On the positive side, it’s given me an opportunity to do a bit of housekeeping, although I haven’t hoovered under the bed. I’ve concentrated on email marketing peripheries. I’ve gone … READ MORE »

Are Your Email Marketing Returns Falling

Many of us must feel we’ve become experts at noticing when performance has, for no apparent reason, dropped off. We’ve all struggled with such problems all our email marketing life. All of a sudden the percentages are lower, ROI is down and no matter how closely you study the circumstances, you can’t fathom why. One … READ MORE »

How Many Emails Should I send?

I went to a liaison meeting with the public where it was suggested I was avoiding questions, two in particular. I’d lost the sympathy of much of the crowd, mainly for answering honestly, and I wanted them back on board. I panicked, saying, ‘Ask any question you want, and I’ll be definitive.’ An experienced colleague … READ MORE »

Generating Trust Is A Basic Requirement 

Let’s forget Covid. Instead, we should concentrate on the basics of email marketing to ensure we can move forward without worrying too much about what’s already happened. You can’t get much more basic than generating trust in your company. It’s a truism, but not all that helpful, to say that the best way of generating … READ MORE »

How To Stop Emails Being Diverted To Spam

To the question, ‘Is email deliverability an exact science?’ the answer is No and No. If it was either exact or a science it would be possible to ensure that our marketing emails were not classed as spam. But it’s not, and we have to work within that limit. It means there is no definitive … READ MORE »

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