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Building Positive Emotion In Email Marketing

I write about a form of advertising and research it; I subscribe to a number of email marketing lists, most of which I would not have bothered with even if I had more money. I know which are effective. I can see when they’ve targeted their email well. I read them through, concentrating on method, … READ MORE »

Let Your Customers Tell You What They Think

Are online feedback forms worth all the effort? After all, only a small percentage of your customers will be bothered to complete it. That’s a lot of anticipation to get a few desultory dribs and drabs returned.  The answer is ‘Yes’, but only if you accept that you are unlikely to be overwhelmed by responses, … READ MORE »

Can We Avoid Using Clichés In Email Marketing?

You will note that the heading is a question. This is not a list of clichés to avoid like the plague, but more when you can use them to your advantage. You should exercise care, but you can say that about all words in an email marketing campaign. Some clichés are pleonasms, such as bent … READ MORE »

There Are No Rules When Writing Email Copy

In my early days of copy writing I did a bit of proofreading for email marketing and newsletters. It’s a painful way to get your name known. It is also quite boring due to how repetitive it was; the same mistakes were made time and again.  For the English language to retain its edge, it needs … READ MORE »

Use Follow-Up Emails To Connect With Leads

You don’t want to let a customer, potential or actual, out of your control as that way you’ve lost them. If they’ve contacted you, for whatever reason, you want to pull them in. It’s the only way for successful email marketing. All you need is a valid reason to send an email. You might have … READ MORE »

Why Should You Send Follow-Up Emails

For once there’s a simple and easily understood suggestion for email marketing; you should send follow-up emails as often as possible. There it is, nice and clear. There are some caveats of course, but these are minor and rather obvious.  The only prerequisite is that there must have been some kind of contact between you … READ MORE »

Using Humour In An Email Marketing Campaign

The film Gattaca had four letters, ATGC, highlighted on posters and the title sequence. I found it graphically jarring. I was told later, by a rather smug IT-type, the letters were, pause for a little titter, the initials of the building four blocks of DNA, and the design was rather ‘clever’. It seemed I was … READ MORE »

How To Choose A Voice For A Marketing Email

You don’t use the same tone of voice to speak with all of your friends, relatives and colleagues. It would be inappropriate. You tend to be serious in the office, especially when your contract is up for renewal. With friends, you’ll be more light-hearted. Not perhaps quite so jovial when discussing the appalling performance of … READ MORE »

Add Lightness To Your Email Campaign

In bygone days, where there were no minimum weight limits, there was an adage in a formula one team design studio that ran; ‘simplify and add lightness’. It has a certain ring to it. As adages go, it covers all the essentials. It was expressed by others in a manner not quite so musically; ‘the … READ MORE »

Research Can Improve Your Email Marketing

In-depth research is a great method to improve performance. It is expensive, so it’s much better if someone else does it for you. Recent, well supported, research shows that the best wordage for an email marketing campaign is between 75 and 100 words. You should treat the research of others with care, especially if you … READ MORE »

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