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Email Marketing Conversion Trigger

Many email marketing practitioners, both new and with experience, ask what are the best methods to generates conversions. Specifically, they ask what works now. The answer is surprisingly easy to discover, and it sounds as if it is just a glib answer. However, what has worked in the past for email marketing is likely to … READ MORE »

Key Takeaways From The ASA Annual Report

The recently published ASA Annual Report 2021 makes interesting reading for anyone engaged in marketing, and particularly so for email marketing as it shows the ASA’s intent with regard to legislation, and its enforcement. It gives a number of pages to its staff, although many, if not most, readers will ignore them, and page through … READ MORE »

Helping Those struggling With Accessibility

There was an interesting online article entitled ‘Essential services websites in UK should be accessible to all’. It’s not aimed specifically at email marketing but the problems identified, which include the fact that many people have problems accessing the internet and emails, give some useful information for us when targeting our emails. The article concentrates … READ MORE »

When To Be Circumspect In Email Marketing

Although in many situations, the two coincide, there’s a significant difference between risqué and risky. Simply put, being risqué is often too much of a risk in email marketing, as Tesco discovered recently. Mind you, a bit of thought might have made them think again. They used the words ‘shiitake’, ‘pistachio’, and ‘fettucine’ in newspaper … READ MORE »

Encouraging Community Spirit

One of the most ill-used words in common usage is ‘community’. It has an almost universal application to any group of more than one, and as such it has become meaningless as a description. If you split your email marketing list, you could call either group a community, yet they only have responses in common. … READ MORE »

What’s Wrong With Your Email Design

Here’s a little experiment you can try. I first saw it used by a content manager, whom I was assisting, against the owner of a website, but it works just as effectively for email marketing. She asked the chap, “What’s your favourite bit of your website?” He mentioned a feature that I had already identified … READ MORE »

Revolutionary Ideas Are Just An Exercise Away

The best thing we have going for email marketing is the immense amount of data we can obtain which makes it easier (I nearly said easy) to test any changes in our campaigns. It is the reason that so many companies are using email marketing, and, ironically, why we should consider trying something counter to … READ MORE »

How To Target A Multi-Channel Campaign

You have free email marketing templates on tap; a selection of designs you can, and indeed should, modify to ensure your campaign is targeted as precisely as possible. With our data, that’s very targeted.  These templates look so good, and are so easy to perfect, there is the temptation to use them for other channels: … READ MORE »

Aphorisms Everyone Should Be Guided By

I love aphorisms; they give the impression of intelligence without all that tedious thinking. (That’s one of mine.) I spend hours online looking them up, undaunted by the fact that they’ll make little difference to how I’ll perform, but here are a few with particular relevance to email marketing. There are one or two general … READ MORE »

The Dangers Of Using Competitions

I’m a big supporter of using competitions in an email marketing campaign. The promise of reward can excite even the most laid back of us, especially when there is a significant prize, for instance, £5000. When a railway company (the railway) organised a competition as part of their “Build Back Better” promotion, they expected a … READ MORE »

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