frequency

Why more emails at Christmas almost always means more money

On Monday, I answered some questions for Econsultancy about optimal email frequency at Christmas, and apparently I ruffled a few feathers.

What can I say, I’m a Parry-iah  (see what I did there?). The following blog post will rub some people the wrong way. My good name may get dragged through the mud. But, what can I say, with playful glee here comes an erudite, iconoclastic viewpoint.  

My point is this: retailers who send out more (not crappy) emails this Christmas period will drive more revenue from all their channels, both online and offline. 

This Christmas, give your customers a present. Give them the gift of more emails. 

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?

13 tips: the science of email marketing

mobile email

For those of you who missed it (and with 20,000 people registering for it I’m not sure who that may be) Hubspot’s Dan Zarrella’s “The Science of Email Marketing” was a reminder that testing and optimization are a core best practice which will ultimately drive the success of any email initiative.

Not that the webinar was focused on testing. Instead, takeaways were presented with the caveat “this may or may not be the case for you” … which is another way of saying “test it and see what happens.”

Can ‘iPadvertising’ save mobile advertising?

The iPad provides a much richer experience and real-estate than the standard mobile phone or even the iPhone. New iPad advertising formats, dubbed iPadvertising, might start to bear fruit not only for mobile advertising, but the advertising industry in general. 

Will mobile advertising finally grow up and be taken seriously with the emergence of the tablet?

The rules of email engagement: part two

A couple of weeks ago I posted a piece on the rules of email engagement, very
much laying out fairly broad thoughts on the subject.

Now I want to
follow up with a more pointed ‘plan’ that, if followed, will ensure a
virtuous spiral of engagement and increased ROI…

Are US retailers sending too many emails?

According to a report released last week, the 100 top online retailers in the US sent an average of 132 promotional emails to each of their subscribers.

Perhaps this is a tactic that is working for some of these retailers, but surely by sending so many emails, retailers run the risk of damaging the relationship built up with a customer…