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To succeed Is To Ignore Received Wisdom

That’s pretty good advice. We should check everything, and without evidence to confirm, check again. Mind you, every once in a while a report surfaces which does little more than confirm one’s own prejudices, and you wonder whether it’s another case of research from the University of the blatantly obvious. I’ve recently read a report, … READ MORE »

The Threat From Ransomware Is Increasing

There’s an old aphorism which is as true today as when it was first couched; a fence is only a barrier to those who don’t really want to get in. It’s not the most reassuring adage in the world. In fact, for those of us in email marketing, it encapsulates the threat that we live … READ MORE »

Does Psychological Pricing Really Work?

It’s an accepted truism in email marketing that sticking a 9 or a 5 at the end of a price brings more customers than rounding up. No one argues with that basic fact and so we continue to knock off 1p or 5p. Ludicrously, when I sold my last house, the estate agent set the … READ MORE »

Be Careful When Using Transactional Emails

In case you are not familiar with the term, transactional emails are automated responses triggered by interactions with your company. This includes a whole range of emails, from the Welcome ones when somebody subscribes to your email marketing list to those which are sent following a purchase. Subjectively, the rate of use appears to be … READ MORE »

Get The Basics Right

It seems bizarre. You could imagine something like this on a targeted email marketing campaign, but the advert went out to everyone on social media. Beans on the Bix was retweeted 37,000 times, quoted over 68,000 times and received 131,000 likes. You will now appreciate why brand awareness increased by 40%, and, rather weirdly, there … READ MORE »

Follow Orwell When Writing Your Copy

Whether we should conform to the rules of English grammar in our email marketing copy is a question that comes up time and again. We work within constraints not suffered by most writers, so rules, both explicit and accepted, might not help us in our requirements. We are not short of advice. Here’s some more. … READ MORE »

The Biggest Danger To Every Company

I attended – those were the days – a two-day seminar which was headlined as ways to avoid the habitual problems of SMEs. The various mistakes made by other companies were covered. It had particular relevance to email marketing as it focused on data security. Let me put you out of your misery with regards … READ MORE »

Delivery Times Might Replace Price

I’ve recently bought a luxury item. It’s not something I need. In fact, it’s something I could do without and not notice my loss but, in an uncharacteristic bout of generosity, I went for it. I obviously bought it via a company whose email marketing list I grace. I saw it via a click-through in … READ MORE »

Do-It-Yourself Copywriting

I have a close relative who runs a copy agency, employing a dozen or so creators, each concentrating on a particular subject. Others are called on as and when required. The latter includes me. If her dedicated creator struggles with high demand, I get a phone call. She was worried that contracts might slow given … READ MORE »

Make E-newsletters News Again

I subscribe to quite a few e-newsletters, some for my hobbies and many more for research into email marketing. In the former, I forgive mistakes because most are run by amateurs, and doesn’t it show, who have something to say about my hobby. For research, I expect companies to show professionalism. It’s remarkable how many … READ MORE »

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