Tag: segmentation

Being held to ransom

Email marketing is particularly vulnerable to ransomware attacks and, to make matters worse, it is one of the few IT problems where tabloid journalism has got the fear factor just about right. It is scary. The process behind ransomware is simple enough. A bit of software encrypts files on local and often networked computers. The … READ MORE »

Segmenting email marketing lists – the edge

Every company segments their email marketing lists, at least all those you regard as competitors. The only difference is how well they do it. Most will use the obvious criteria, such as age, gender, location, which means that if you want to gain an advantage you need to do something special. You will be able … READ MORE »

Can you write email marketing copy?

Ask any professional copywriter and they will probably tell you that using a pro for your email marketing campaign is the best option. I have any number of logical reason I could bring to the argument. However, most people can create copy suitable for an email marketing campaign. All you have to do is: 1/ … READ MORE »

Ways to segment your email marketing list

The one thing we all need in email marketing is a new way of doing things, at least, different to the way our main competitors are doing it. The constraints include taking the risks while others being able to copy you or that you try something that bombs and it costs you subscribers. Therefore we … READ MORE »

All metrics are not born equal

With email marketing software becoming more sophisticated year on year you will, no doubt, wonder if there is one that is more important than all the others. I'll take an educated guess; most of those involved in email marketing would suggest that the open rate is the one essential. After all, if an email is … READ MORE »

The one return that matters

If you were to run a side by side test of two segmented email marketing lists which differed only in the sending time, and one list came back with a 2% higher open rate, would you then change the sending time for all of the chosen demographic? After all, 2% is a significant figure. If … 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 »

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 »

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