Email Data

Personalisation Basics

Data Collection and Recording One of the most popular questions is what data to collect for email marketing software. For once the answer is simple and straightforward: as much as you can get. Become a hoarder, although within the limits of the Data Protection Act (DPA). Retain as much information as you can that will … READ MORE »

Moving Targets

Ignore email marketing research. A great deal of money and time is invested in them and the conclusions can be extremely useful but whatever you do, don't base your next campaign on them. All research is historical. It is a record of what used to happen. Further, once the conclusions become general knowledge in the … READ MORE »

8 Email Marketing Design Essentials

Designing a marketing email is a creative exercise and one that can be very fulfilling. With the quality of current email marketing templates there is not even the daunting prospect of the blank white screen at the start. Whilst the templates are simplicity itself to complete, there are some things to bear in mind. 1/ … READ MORE »

Experimenting Can Be Fun

One essential in e-mail marketing is continuous improvement. Sooner or later, and most probably sooner, your competitors will catch up with you, probably by the simple procedure of copying. What works for you now will, most likely, hold you back in the future. We have discussed the ‘Subject’ and ‘From’ lines recently but, of course, … READ MORE »

Attention Grabbing ‘Subject’ Lines

The design of the ‘Subject’ line in direct email marketing will depend on the recipient to a great extent. If we take a subscriber who has been on your email marketing list for some time and is a regular, if intermittent, purchaser, then you will be aware what excites their interest. For those who have … READ MORE »

5 ‘Subject’ Lines

Whilst your regulars might well trust you to make them a relevant offer, for those new to your email marketing list, the ‘Subject’ line is probably the one on which the decision whether to open the email or not is based. In other words, this one bit of the email might well be the most … READ MORE »

The ‘From’ Line

Do you read the ‘From’ line first when looking at a marketing email? You do? Then welcome to the majority. Do you also often make the decision to delete the email based solely on that one, small item of information? If so, then you are not in a minority. Do you spend very little time … READ MORE »

8 Essential Considerations for the Perfect Email

Firstly, I'm not suggesting that there is such a thing as a universal email wizard that is perfect for all circumstances as your email marketing software will show that different people react differently. However, there are some universal considerations. If you take each one into account then you can create a marketing email that is … READ MORE »

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