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,

There’s more to social-email integration than share buttons We know from what happens in 60 seconds in social media that we love to share on social networks. This amplification is what makes social media so powerful. We also know that with so many social updates, getting cut-through with social media can be difficult. Step forward email

Including the 5 “must-know” lifecycle segments I work in client services for one of the UK’s fastest growing email service providers. Although I deal with numerous different organisations and people at various levels on a daily basis, in most cases the range of email topics we discuss is broadly the same. Email FAQs The re-occurrence of similar client issues

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

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

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

 A call-to-action at the wrong time in the wrong place? How do you feel when a pushy shop assistant approaches you the minute you enter a shop? When an email consisting of nothing but a hard-sell call-to-action lands in your customer’s inbox, this probably makes them feel the same way. “Register Now” I recently received an email to promote an

Email campaigns we can learn from “…the eye, tends to be impatient, craves the novel and is bored by repetition” W. H. Auden Effective email marketing engages recipients, ultimately leading to more sales by delivering the right message to the right person at the right time. Customers would rather see a beautifully crafted email appear in their inbox than a

Ideas for increasing your responses by using a more human approach… What would you say if I was to suggest you take account of your target audience when designing your email program? Actually, you’d probably say nothing… just roll your eyes and find fresh reading material. It’s not exactly groundbreaking advice. However, the nature of digital marketing seduces us

A golden rule to rule them all I grew up being taught the golden rule that one should always do unto others as you would have them do unto you. It’s thought which is beautiful in its simplistic wisdom. We’ve all thought about how much better and brighter this world would be if we all followed this

New survey reveals swing in attitudes among marketers Most proponents of email marketing have the letters R-O-I tattooed provocatively across their foreheads. Email’s remarkable return on investment has always been the key defence used by industry voices against suggestions that …..

Kath Pay interviews Dela Quist about why he thinks “more is more” Hands up those who have always been told that “less is more” when it comes to sending emails? Well I had the opportunity to interview the often-controversial Dela …..

A golden rule to rule them all I grew up being taught the golden rule that one should always do unto others as you would have them do unto you. It’s thought which is beautiful in its simplistic wisdom. We’ve …..

Including the 5 “must-know” lifecycle segments I work in client services for one of the UK’s fastest growing email service providers. Although I deal with numerous different organisations and people at various levels on a daily basis, in most cases the …..

Ideas for increasing your responses by using a more human approach… What would you say if I was to suggest you take account of your target audience when designing your email program? Actually, you’d probably say nothing… just roll your …..