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Posts in Email & eCRM

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This article covers what I've learned from working with hundreds of customers on improving the results that they get from email marketing by optimising the subject line.

Whatever software you use for your email campaigns, these tips are worth reading...

11 comments

10 ways to avoid spam in all its forms

Despite all of the tools that are brought to bear in the War on Spam, spammers continue to ply their trade successfully. The most prolific reach millions upon millions of people and are adept at adjusting to new weapons that aim to shut them down.

The truth is that defeating spam doesn't require more technology but changes in human nature. Here are 10 common sense ways to avoid spam that are forgotten or overlooked far more often than we'd like to believe.

2 comments

Why integrate your email marketing software?

“Marc have you got a minute?” It always starts that way, I take my headphones out of my ears slowly to try and emphasise my disdain at being interrupted from whatever I am doing...

8 comments

Do offline RFM databases work for email marketers?

In a recent post I asked a question about behavioural email and segmentation that received a number of positive responses but which showed a breadth of approach across the market, from the pragmatic to the fully integrated.

But I was only left with one question that has nagged at me for a couple of weeks, so I thought I would give it an airing: if behavioural email and segmentation is the way the market is going, then is everyone who is building an ‘offline’ RFM (recency, freqency, monetary) database / segmentation tool to drive email wasting their time and money?

2 comments

Take five seconds to test your call to action and USP

Horse behind a fenceYou may be focused on improving the conversion rate for your website, or simply wanting to ensure that your visitors can quickly get an idea of what you do and offer.

Whatever your goals, having a clear proposition and call to action are two areas that can have a positive impact on your business performance.

In this post I will be talking about a web application that you can use to help you and your business gain invaluable insights from end users. 

5 comments

What can email marketing learn from Twitter, blogs and other social media channels?

Just had a “conversation” with our shiny new marketing manager of the benefits of social vs email marketing. Wish I had a tape recorder (doesn’t that sound dated, hmm iPhone anyone?) to hand as I think it encapsulates the position a lot of marketing managers find themselves in...

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Basket abandonment: what is industry best practice?

Twitter has just drawn my attention to a piece of advice on basket abandonment that I personally feel is misleading. The idea that 24 hours later is industry best practice for sending a basket abandonment emails is something I have never before come across.

6 comments

Is behavioural email and segmentation the future of targeting?

Am I right in seeing behavioural email and segmentation as the future for targeting customers online? 

I cannot escape the feeling that behavioural is something of a panacea for the current issues facing email marketers, while also taking direct marketing another step towards individual level, one to one marketing.

7 comments

Do successful online offers break a cardinal direct mail rule?

choiceChoice: online, more is better. Or so discovered the head of digital marketing for a major consumer publishing megabrand (who sadly cannot be identified). This flies in the face of one of the cardinal Rules of Direct Mail: one offer, one call-to-action.

Our publisher has been working on online offers, both on the site, in search and in email, to boost the print subscriber base of a wide variety of magazines. Time after time, the more choices offered to consumers for subscribing, the higher the conversion rate.

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Online lead generation still growing but becoming more competitive

Research published by Econsultancy earlier this week has shown that there is a continued trend towards online lead generation at the expense of offline techniques, but methods such as natural search, paid search and email are becoming more competitive. 

3 comments

Email marketing: Listen to consumers. And hit send at lunchtime.

Whatever you do, don't forget to write. A variety of new ways to reach out to consumers have popped up online, but a new study has found that targeted email marketing is leading to more response from consumers during the recession.

US Email Trends and Benchmarks found that 53% of consumers made an offline purchase because of an email message in North America. In Europe, 37% made offline purchases as a result of email messaging. Meanwhile, 59% of consumers polled in the Asia Pacific region made an offline purchase because of an email.

Those numbers are getting higher in the recession and point to an important fact: marketers should be reaching out to willing, engaged consumers.

1 comment

20% of marketing emails missing inboxes: survey

Email deliverability is still an issue for companies, with an average of just 79.3% of permission-based commercial emails reaching inboxes in Canada and the US.

This statistic comes from a Return Path Deliverability benchmark report, and suggests that a significant proportion of marketing budgets are being wasted.

1 comment