Tag: email lists

How to plan for 2017

For once, no one is predicting the death of email marketing in the coming year. Perhaps the doomsayers have learnt their lesson after previously promising just that. Research suggests that we can enjoy a 44 times ROI which means that we are still the best option out there. The promise of dire consequences to the … READ MORE »

What’s coming for  email marketing in 2017?

It is that time of year again when pundits predict what is in store for email marketing in the year ahead. Such articles make the writers nervous; too specific and there is little chance of being correct, to vague and there’s nothing said. So what are they all saying?  There are certain developments that everyone … READ MORE »

Consider newsletters

The vast majority of companies involved in B2B marketing have e-newsletters. The majority of these seem not to target them in the same way they would an email marketing campaign. They are missing a trick. All the reasons to segment lists go equally for e-newsletters as for email marketing campaigns, the only difference being that … READ MORE »

What to do with returns?

There is ample evidence to show that a simple and straightforward returns policy increases customer confidence and therefore purchases. We also know that if the process is delayed, difficult or there are obstructions, subscribers to your email marketing lists will tick the box to unsubscribe. Clearly, it is in your interests to devise a procedure … READ MORE »

All data sources have value

The returns from an email marketing campaign are comfortingly dependable. There can be no arguments about the raw data although it does have to be interpreted to an extent. But there are other sources of information that can be used with such metrics to target subscribers. Further, not all subscribers are created equal and calculating … READ MORE »

E-newsletters in disguise

I don’t shine at meetings. It was with some reluctance that I attended one early this week to put forward a suggestion. It was for an e-newsletter to fit in between our bi-monthly magazine, my fear being the two month gap might be a big enough hole for competitors to exploit. I was then hit … READ MORE »

What to do about an unsubscribe peak?

No matter how relaxed or confident you feel in your own abilities, the unexpected peak in unsubscribes brings a stab of fear. Your immediate reaction is to change something. Your first assumption is that your are doing something wrong and your email marketing list is suffering. There is only one truth, and that is that … READ MORE »

Stopping opting out

We recently covered how to discover the external reason, i.e. not caused by the email itself, for a peak in unsubscribe rates in one of your email marketing lists. Identification of cause is only the first step. You must now come up with a plan of action to redress the problem.  First the good news; … READ MORE »

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