There’s only one way of assessing the overall success of an email marketing campaign and that is by the return on investment. It’s the only metric that matters. However, you need to concentrate on the details rather than go for changes to the total. The function of a marketing email is to get your subscribers … READ MORE »
Some years ago I paid to attend a problem-solving course. In many ways, it changed my life despite the methods I was taught being all too obvious. I was given a model, with lots of sub-routines, but the main thrust was to break a problem into many smaller ones. The model works for wars as … READ MORE »
There is no single method of planning an email marketing campaign that will suit everyone. We all want to make money but that’s a bit too vague to be useful. A plan has to be bespoke, specific to you and the product. A simple generic method that works for us all is to start at … READ MORE »
What is your next email marketing campaign going to do for you? Will it just be selling a product that you need to move? If so, then you are missing one of the strengths of email marketing. Whilst many will say that each email marketing campaign should focus on one aspect and one aspect … READ MORE »
Accept that email marketing pollutes. Whilst you might recycle everything you can, you can’t recycle everything. That is the best any us can do. If you do your best, then tell your customers. There was a spate of companies suggesting they were green a few years ago but most, 95% according to some reports, were … READ MORE »
Just think what you could do if the amount of information you have on your friends is replicated in the data you have on the subscribers to your email marketing list. Those who are close to you might have told you their likes, but you gained most of the information watching them. The details we … READ MORE »
We all could do with more metrics for segmentation in email marketing campaigns. You might well feel frustrated at the rate at which the information comes to you. However, there are ways to encourage subscribers to give you more information. There are, I am informed, two types of people who buy software: those who consider what … READ MORE »
It is all too easy to use the same old metrics when segmenting your email marketing lists. After all, the way you slice them has worked in the past, and you are testing them all the time. They obviously work but the question to ask yourself is whether they could be better. Many of the … READ MORE »
There’s a maxim in chess, often repeated to beginners, although it goes for all levels: every move you make must threaten the opposition’s king. Some moves will do so indirectly, especially the better the player gets. In email marketing, everything you place on the landing page must be directed towards ensuring a customer acts in … READ MORE »
I won’t insult your capabilities by quoting statistics for mobile verses laptop/desktop opening of emails. We all know the argument is over. You should now design initially for mobiles and then expand for other devices, the reverse of what used to be the norm. So how do you go about it? The good news is … READ MORE »