Tag: segmentation

Do you believe email marketing research?

The internet is awash with reports on email marketing published by various organisations. They should obviously be treated with care and in many cases should be tested in case they are particular. What is dangerous is that most of the shocking conclusions are those which support prejudices. I doubted that most email marketing companies tested … READ MORE »

Knowing the weaknesses of others

Have you ever had that feeling when reading the latest ‘in-depth’ report on email marketing that ‘I knew that already’? Some conclusions would have been remarkable only if they’d said anything different. Yet even the expected results can make you exasperated. A recent report stated that fewer than 50% of companies segmented their email marketing … READ MORE »

Issues with email marketing click-through rates

Some years ago I paid to attend a problem-solving course. In many ways, it changed my life despite the methods I was taught being all too obvious. I was given a model, with lots of sub-routines, but the main thrust was to break a problem into many smaller ones. The model works for wars as … READ MORE »

Email marketing copywriters; be nice to them

Everyone is a writer in the same way that everyone is a plumber. You turn on a tap and water comes out. That’s cool. However, if you fail to secure a compression joint the same thing happens only in the wrong place. That’s writing for you. Writing for an email marketing campaign is not easy … READ MORE »

Support your writers

If your company is ambitious then you will have someone who is the dedicated writer for email marketing campaigns. This might be someone remote although many are now opting for in-house. Whilst writers are not delicate, they are a big investment so to get your money’s worth, take care of them. The first step in … READ MORE »

Targeted imagery in email marketing

When I was a young, aspiring writer I knew the first names of editors but was frightened of using them. My rejection rate gradually dropped as I fathomed what each one favoured. I was targeting my submissions before email marketing was invented. My next step was to predict the style of image each editor would … READ MORE »

Testimonials

One thing we have to overcome with email marketing and online sales is that there is no face to face contact between you and your customers. They are being asked to part with a sum of money virtually on trust. How are they to know if you are worthy of it? With online sales garnered … READ MORE »

Use the right word

We are told by just about every email marketing sage to reduce wordage. The mantra is that we must cut to the minimum, then cut some more but leave enough to keep the attention of the customer in order to sell goods. We must show how good the product is, why they must buy it … READ MORE »

Spin in email marketing

There’s a TV advert for an insurance company where clever use of the language doesn’t so much cover a negative as turn it into a positive. It would appear that the company refuses to pay out on 3% of claims. To someone wanting to insure their property, this might be worrying. On the other hand … READ MORE »

What will 2018 bring for email marketing?

It is that time of year again when last year’s predictions for email marketing are reviewed and rated according to outcomes. There is danger in this as there is a temptation to take the safe option and predict that everything will be the same except more so. We all knew that mobiles would increase their … READ MORE »

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