Tag: email marketing

The same variables

The statistics supplied by email marketing software should not been seen as static. If you use them only to define what has happened then you waste their most powerful facility. They can do so much more than just prove a reasonable return on investment. Look beyond where you came relative to the various targets and … 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 »

All in-house

An in-house email list has a major advantage over a bought in one: it gives a much higher return. This is due in the main to two factors, the first being that, with the use of email marketing software, any campaign can be targeted and secondly, you start with a relationship right from the beginning. … READ MORE »

Customer lifecycling

My grandmother would say of anyone who called themselves a customer relationship manager (CRM): ‘You want to watch that one.’ A suitably vague condemnation for a suitable vague title you might think. The post is all about retaining customers and realising their potential, a vital role in any company. For those engaged in direct email … READ MORE »

Get the measure of newsletters

A newsletter seems to go against the basic tenets of good business. You must make the content worthwhile so it will have intrinsic value and here you are, giving it away free of charge. The only justification for the investment of time, effort and money is a reasonable return. So how can you prove it … READ MORE »

Newsletters

The humble email newsletter appears to be viewed as the poor relation of direct email marketing. It often lies abandoned in a corner, or rather on the computer of someone who has much more important work to complete. Yet it has the potential, realised by many companies, to be an equal partner to its much … READ MORE »

When it doesn’t

You have had fun when creating the email. You have followed the excellent advice that came with the email marketing software, the graphics are quite stunning, the list has been generated in-house, and you have told everyone to be ready for the surge in orders. And now you have a meeting with the boss to … READ MORE »

Layout

Valuable though it is, time spent on the design and layout of your email marketing gives excellent return on investment. It is, after all, the interface between you and the customers. No matter how good the product, no matter how low the price, if the email fails to engage then you fail to sell. There … READ MORE »

What is the alternative?

Alt and Title Tags Moore’s Law states that the speed of processors will double every two years or so. It seems odd therefore that when designing in direct email marketing you have to consider systems which cannot, for various reasons, display images when reading emails. It can give the feeling of a retrograde step. If … READ MORE »

Judgement

One of the best ideas is to pinch other people’s. Copyright law means that some work still remains to be done but in general the difficult bit is already completed. All you have to do is pick the right email to copy. What makes a good email is all but impossible to define as there … READ MORE »

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