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Testing your click-through rate

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 »

Issues with email marketing click-through rates

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 »

Getting the best from your open rates

The open rate returns from your email marketing software might have given your confidence a boost when you checked them against those from the previous campaign. The subtle changes you made to the Subject line were obviously a brilliant idea and all that remains is to tell your boss. However, you might be missing a … READ MORE »

Maximise Your Email Marketing Returns

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 »

What’s Wrong With Your First Few Campaigns?

You anticipated a killing. You’ve built up a small but, you believe, good quality email marketing list. The first few, low level, campaigns went as well as you expected, and you learnt a lot from them; enough, you feel, to try something special. The offer was one you’d been planning for ages, one destined to … READ MORE »

Planning your next email marketing campaign

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 »

Abandoned shopping carts

Your email marketing campaign is a triumph. Your click-through rate is the best you’ve ever had. Yet it was all wasted because of the high number of abandoned shopping carts. Don’t despair; most problems are easily fixed and with some careful changes your rate could drop considerably.  A report suggests the average rate of abandonment … 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 »

Not so random email marketing

In previous articles on testing the suggestion has been that you should divide your email list randomly. This is, statisticians reckon, impossible but the best you can do is good enough. However, there are times where it can be beneficial to be partial. If, for instance, you are disappointed to find that your click-through rate … READ MORE »

HTML email testing example

We’ve described the theory of email testing over the last couple of weeks but you will, no doubt, appreciate a walk through. We will assume you have seen stagnation in your click-through rate over the last few email marketing campaigns. Whilst it hasn’t got worse, your past data suggests that you should expect rates to … READ MORE »

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