Posts in Email & eCRM

How gobbledygook clichés make your web copy invisible

Every copywriter and marketer faces the challenge of writing web copy that connects with their readers. Engaging copy encourages visitors to find out more, spread the news to colleagues and make return visits.

5 comments

What to do if your ESP gets hacked

A couple of major online brands have had to send communications informing users that their data had been comprised, and in one instance it has been confirmed it was a breach at their email marketing service provider.

0 comments

We know the power of one-to-one, but what about its value?

Defining ‘the value of email’ from both a marketer’s and a recipient’s perspective means being able to provide a unique customer experience in every message. 

Some of the responses to my last blog post are spot on: I particularly agree with the comment that customer experience is most important before or after a purchase is made, and another that said we should find out what customers want before launching a product.

Exactly the same is true of email marketing, and that’s the first channel that I want to explore in our multichannel customer journey.

3 comments

Be assured: you’ll get phished

The depths to which people will sink to make an easy buck through internet scams never ceases to amaze me, and we have seen phishing scams which have used the recent earthquakes in Japan and New Zealand. 

For example, in the aftermath of the New Zealand earthquake, disgraceful opportunists took advantage of this natural disaster by launching a scam, posing as the Red Cross to take advantage of the world’s sense of charity.

This serves as a grim reminder of the uncomfortable truth that we are never truly protected, especially when brands and ISPs are not doing everything possible to prevent phishing and spoofing scams.

2 comments

How to keep your emails relevant to subscribers

It is important for brands to make the unsubscribe process as easy as possible for recipients of marketing emails, but is it possible to pre-empt this and re-engage them with your emails? 

I received an email from HMV today, and this suggests that the retailer is trying to make its emails more relevant to customers. So is this an approach that will prevent customers from unsubscribing?

6 comments

Ignore SEO, just produce good content

Producing content just to satisfy SEO targets and pressures is dangerous because that’s when you get into the realms of publishing content for content’s sake and clearly, Google doesn’t like that given its recent Farmer Update.

More importantly, your website users don’t like that. While SEO clearly has its place, it shouldn't get in the way of producing great content... 

23 comments
The art of the email opt out

Please don’t go! The art of the email opt out

Recently marketers and consumers alike have been enjoying the creative element behind Groupon’s unsubscribe campaign ‘Punish Derrick’.

If you click on the unsubscribe link, it then it leads you to a page which enables you to punish the person who has been sending you your emails, Derrick.

Punish Derrick 11

10 comments

Three ways to become a strategic email marketer in 2011

Most businesses now acknowledge the importance of emaill to their business model.

However, despite the growing acknowledgement that email is an important revenue building tool, it has not led to uniform treatment when allocating budgets or devising email strategies.

7 comments

Seven tips for embracing social commerce

Social commerce is being tipped as one of this year’s major online growth areas.

With Groupon now officially the fastest growing company ever and retailers announcing new Facebook stores on a weekly basis, the tipping point seems to have been reached.

6 comments

Email marketers need to get back to basics: study

While email marketing budgets and the volume of emails sent has been increasing steadily over the last five years, marketers still need to focus on basics like deliverability and testing to improve performance. 

We have just published our Email Marketing Census 2011, sponsored by Adestra, which surveys almost 900 in-house and agency email marketers.

Some findings from the survey after the jump...

2 comments

Email break-ups aren’t so very hard to do

“It’s not you, it’s me. Actually no, it is you. You keep sending me boring, irrelevant emails that I don’t want. Our email relationship was going really well at the beginning  but now its fizzled out and I’m unsubscribing from your emails. For one thing, you just send me way too much. It comes across a bit...desperate."

As an email marketer, does reading this make you cringe? Are you afraid this is what your email subscribers would say to you if they had the chance?

The unsubscribe process doesn’t have to be as painful as a “Dear John” break-up letter, but with the way some brands go about it, it might as well be.

0 comments

A/B testing: five informative case studies

A/B testing is an incredibly useful tool for designers, developers, managers and executives. Sadly, despite the benefits, it’s often underused.

The news for those who shun A/B testing is particularly bad: it can facilitate dramatic improvements in numerous KPIs, including conversions and sales, as evidenced in the following five case studies.

8 comments