I’ve stored an advert to subscribe to an email marketing list for a little over nine months. It was in an enewsletter, with a hotlink to a landing page for ‘regular offers of products, often at a reduced price’. Whilst I didn’t expect to be offered anything I particularly wanted, I thought I’d give it … READ MORE »
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 »
That there are testing times ahead for everyone in email marketing is probably an understatement. ‘Probably’ is even a little doubtful as there’s no doubt we are all going to have to be at our sharpest in the weeks to come. At least it’ll be exciting. What we must not do is to abandon … READ MORE »
It’s a valid question. You have lots of objective data on the subscribers to your email marketing list, and it increases every campaign. What on Earth could the value be in a subjective response? One of the many reasons given in support of feedback forms is that they give a way of improving customer satisfaction. … READ MORE »
Are your marketing emails predictable? Does the new one look just like the last one? When’s the last time you experimented? The probable answer is that there is a certain sameness to your emails. Why should you be different? I view dozens of marketing emails each week and the most depressing thing is that they … READ MORE »
There’s a lot to be said for targets. With a clear goal, a team will have a focus they can concentrate on. There’s little doubt that having targets gives good results. After all, if your target is to increase open rates by 15% and you hit it, or even go slightly above it, you’ve made … READ MORE »
Have you ever worked under one of those bosses who was personable, convincing, enthusiastic, and, given a target, would chase it? A 20% increase in an email marketing list? Off they’d go, like a rat on a rocket down a drain, everything ignored except that figure. Their management tactics would have begun with setting targets. … READ MORE »
Split testing is just about as dependable a tool as we have for validating a change in an email marketing campaign. We have an original, the control, and we compare it to one, the variant, that has a single feature that is different from the control. It stands to reason that if the variant gives … READ MORE »
The best thing about email marketing is, in some respects, its very worst factor. You were, no doubt, excited at the prospect of lots and lots of data from the returns of a campaign. Then it cascaded in and you had no idea what to do with it all. Understanding what the various terms mean … READ MORE »