Email communications strategy

Why inactive email subscribers may be too good to dismiss Conventional marketing wisdom tells us removing inactive subscribers from your mailing list is good practice – but is it? Here, we turn that wisdom on its head. I’ll show why inactive subscribers are still valuable to your business and explore how you can reactivate them. First,

My ideas on how to deal with unpredictability in email marketing in the year ahead As your local Greek philosopher never tires of telling you, the only constant is change. Many industry experts devote the occasional post or two in January to predicting how email marketing will develop this year. Instead, I’d like to look at what we

Examples of how to integrate social sharing into email designs You will have noticed how many emails include “share to social” buttons as a limited form of integration. Often they are not so effective as this report on viral and community links in Emails from Chad White at Responsys shows. Oftentimes, the links are in the header

A simple way to compare the engagement of customers on email and social networks In 2009, Dave Chaffey wrote a blog post on Smart Insights in which he introduced the concept of the EFT Ratio. EFT stands for Email: Facebook: Twitter Ratio and, as an example, he used ASOS. Dave was explaining that, at the time, it

The best email statistics sources to benchmark your email campaigns in the UK, US, Europe and Asia-Pacific Email marketers often ask “how do our campaigns compare?” for engagement, we’ve had two people ask in our Linked In Group recently. They’re looking for statistics to compare for open, clickthrough and delivery rates, ideally within their sector. Fortunately, there are

Q. What is the best email frequency to maximise response? Is there an optimal email frequency? Is it one email a quarter, week, month or day even? Is less more or or is more more?! Here we present 2010 data on emails per month for the UK and 2011 emails per week data for the US where

While attending Ad Tech in New York recently, I found myself cringing a number of times when some very smart email marketing professionals kept drawing a line between email and social. I shudder because I think it should be clear that anytime two or more humans interact, it’s social, regardless of the channel or channels

A manifesto for integrating email marketing with other channels based on marketplace trends So, yes, it’s the traditional time of year for posts offering perspective and prophecies on what you need to do to get through the next year successfully. Instead of listing predictions, I’m going to pull out some broader trends and suggest five ways that

Three examples where absolute email marketing truth is…relative As the original “killer app”, email marketing has accumulated a lot of truths and best practices through its long history. Some of those survive because they remain relevant, but some persist simply through the power of repetition and tradition. A constant challenge is working out what’s really true in email. What’s

Examples of testing the best time of day for email broacast Last week we looked at the ideas on the best day of the week to send an email for different audiences. This week I review a related issue, asking:  ”is there a best time of the day to send an email?” Again, the answer is “yes,

My ideas on how to deal with unpredictability in email marketing in the year ahead As your local Greek philosopher never tires of telling you, the only constant is change. Many industry experts devote the occasional post or two in …..

A simple way to compare the engagement of customers on email and social networks In 2009, Dave Chaffey wrote a blog post on Smart Insights in which he introduced the concept of the EFT Ratio. EFT stands for Email: Facebook: …..

While attending Ad Tech in New York recently, I found myself cringing a number of times when some very smart email marketing professionals kept drawing a line between email and social. I shudder because I think it should be clear …..

Examples of how to integrate social sharing into email designs You will have noticed how many emails include “share to social” buttons as a limited form of integration. Often they are not so effective as this report on viral and …..

Why inactive email subscribers may be too good to dismiss Conventional marketing wisdom tells us removing inactive subscribers from your mailing list is good practice – but is it? Here, we turn that wisdom on its head. I’ll show why …..