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Words Should Encourage Emotion

Saying, for instance, Northern France can be entrancing might influence a potential holiday maker, but how much better is it to have a Monet picture of his time in the area? ‘Water skiing is fun!’ is a bald statement of fact, but an image of a wave being pushed up by someone dressed in just … READ MORE »

Do You Depend On Experts?

I used to work for a large, non-email marketing, company that was under considerable public scrutiny as it was often the source of quite startling headlines. Senior staff were demoted sideways if their department was the target. Fault was an inconsequence. I was given the task in coming up with a defence in the, rather … READ MORE »

Generating Positive Reviews

It’s official; you can’t trust online reviews. A recent Which? report condemns them and you can’t get more immutable than them. Rather ironically, people believe the headlines rather than reading through the copy and understanding what the actual conclusions were. For email marketing generally, reviews of service are infrequent. On the other hand, if your … READ MORE »

Reassure Your Subscribers Now

I recently spent what to me is a considerable sum of money on an IT item that was not essential, otherwise called a luxury, after it was pushed on a particularly convincing marketing email. I visited the FAQ page on the supplier’s website. I obviously wanted to ensure what I was buying was exactly what … READ MORE »

Optimum Number Of Words For A Landing Page

It's a question that is often asked. Should there be as few as were on the marketing email or is now the time to try and convince by overwhelming the subscriber with facts? The answer is simple enough. As in most things to do with email marketing, there is no optimum; it depends. I've recently received … READ MORE »

Landing Page Copy Should Reassure Subscribers

Your marketing email has performed well and a subscriber has clicked through to the landing page. From here on in you can only mess it up. You should remember that nothing is over until money has changed hands, and just because the subscriber has shown an interest does not mean they will complete. You’ve still … READ MORE »

Landing Page Images; Expansion Not Repetition

Many email marketing companies use the same image, or one very similar, on the landing page as on the marketing email, yet normally opt for different copy for the change in function. This shows one of two truths: either the original image or the one on the landing page is not optimal. They have different … READ MORE »

Emotional Response From Landing Page Image

The suggestion is that our brain processes images many times, many thousands of times, faster than copy. So let’s concentrate on landing page images. Your marketing email has made your subscriber aware that you have a solution to a problem they may or may not have been aware that they had. They’ve clicked through to … READ MORE »

Using The Expertise Of Magazine Publishers

The process of publishing a periodical is very similar to that of email marketing. We can learn from it. Publishers receive feedback from unsold magazines, albeit a couple of months after that particular issue was sent to the printers. They need to grab a passing customer’s attention, using images and words to get them to … READ MORE »

Unending Source Of Inspiring Subject Lines

The search for effective Subject Lines for an email marketing campaign is the bane of anyone whose job it is to write it. It’s bad enough sitting in front of a blank Word document waiting for inspiration to hit, but it’s much worse trying to pick the few words on which the success of the … READ MORE »

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