Tag: segmentation

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 »

Personal email marketing

We’ve mentioned personalising your email marketing campaigns before on these pages, but there is a further step you can take that can provide a number of benefits. It requires careful planning. To be personal means opening the details of your business, or even private, life to a limited extent. It is a big step and … READ MORE »

Email marketing price wars

It is your worst nightmare. You’ve priced everything from planning to delivery, picked a price that is competitive but which still returns a reasonable profit, perhaps a little above your baseline to allow for ‘specials’, and your email marketing campaign is about to go live when you are undercut by a similar item from your … READ MORE »

Keywords in email copy

We mentioned in a previous article that a government website will no longer use Latin abbreviations in future posts. Despite a clear, of course, explanation of the logic behind the decision, it has been criticised in the press. In essence, the company is writing targeted copy. If you want those on your email marketing lists … READ MORE »

Keywords in email marketing copy

All writers are hurt when they realise that their carefully crafted copy in a marketing email is only scanned. That doesn’t mean that all the effort they put into the text is wasted. However, it makes writing and editing it that much more difficult.  You understand how Google uses keywords, at least as far as … READ MORE »

Abandoning sale after click through

It is the most irritating of results in email marketing. The customer clicks through to the further information page, spends some time on it, presumably assessing the technical details, and then goes through to the landing page. We think it's all over. But then they abandon the purchase.  The reason can be difficult to fathom. … READ MORE »

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