Tag: subscribers

Email marketing in a changing environment

One of the key features of email marketing is that it is always changing and at a pace that can leave you floundering. Despite the bleak economic outlook this is unlikely to change. Online technology is developing all the time and in many different ways. There is no doubt whether the move to faster fibre … READ MORE »

Integration

The one truth of email marketing is that an individual sale is of little consequence. It is repeat purchases that matter. That is the reason for email lists and why your intent should be to keep subscribers on it and increase their number. A sale is merely the prelude to the next one. Buying is … READ MORE »

What not to do

Given that obtaining subscribers to email lists is probably the highest single expense in email marketing, it can be seen as excellent advice that once you have them you should do everything you can to keep them. Well, everything within reason. However, anyone who has bought a number of items via email marketing can tell … 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 »

Email marketing professionalism

The most important tool in retaining email marketing subscribers is your database. Both law and sensible list management requires it to be accurate, up to date and devoid of irrelevant and confusing detail. On the matter of which details should be kept, those involved in email marketing are by no means unanimous. There are those … READ MORE »

Client compliants

The biggest risk to retaining customers on your database is when you send them email marketing. Up until then it is safe to assume that they are quite content with their relationship with you. But as soon as the email drops into an inbox the threats to your database mount. There is ample evidence that … READ MORE »

New email subscriber? What next?

After all the excitement of entering a new email address in your database you should take a deep breath. You need to calm down as your work has only just begun. You now have to realise the potential of that new customer. My experience is that when signing up for newsletters and email marketing the … READ MORE »

New email subscriber? Virgin Oil

Redefinement: Do your customers love you?

The problem with rules is that they regulate. Cars mostly look the same nowadays not (only?) because coachwork designers have lost the art, but because constraining factors, such as the construction and use regulations, crash testing and the straightjacket of the laws of physics, especially as they apply to aerodynamics and limit their options. It … READ MORE »

EMAIL MARKETING: Who do you think they are?

Happiness, at least as far as customer retention goes, is a database straining your RAM. The more you know, the more targeted your response. Whilst being aware that many cats like being petted, how much better to know which way they prefer being stroked. A well populated direct marketing email list will add value to … READ MORE »

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