Author: Tony Macpherson

Another email old-timer, Tony joined Mike at e2 in 2000, co-launched EmailBureau and was co-founder of Inbox Warriors. Always looking to where email is headed next, he is often found helping clients take their email marketing to infinity and beyond. Tony likes music, movies and death by Ironman triathlon.



The end of the Privacy Shield and what it means for your data and email marketing

Anyone sending data to the USA or working with a technology partner whose servers are located in the USA needs to review the impact of the latest judgement by the European Court of Justice (ECJ). As of July 16th, data flows between the EU and USA are no longer legal. Why is this? US surveillance laws don’t prevent US security organisations from surveilling companies’ data even if they were members of the Privacy Shield agreement. Neither is there is an effective way for EU citizens to file a complaint about this in the USA. The damning conclusion of the ECJ ruling states; “The requirements of US national security, public interest and law enforcement have primacy, thus condoning interference with the…

Making emails more useful part 2 – content marketing

Previously I looked at making emails more useful for your subscribers in order to improve engagement through relevance and targeting. But you can become even more useful through content marketing. Sending helpful, informative, or entertaining information can help retain customers and increase customer lifetime value, which helps your bottom line. B2B companies have been using content marketing in emails for a while, this blog is an example as a summary will end up in our email newsletter. B2C emails have some catching up to do and should look to move away from the common layout of blocks of products available to buy. Paradoxically, despite a plethora of tracking tools and modelling algorithms, customer lifetime value is increasingly difficult to nail…

Here comes the sun

It’s fair to say that we are all used to receiving many marketing emails every day. None of us are sat there desperately waiting for marketing emails but we do care about some more than others – we open and read emails based on the sender, subject line, whether we have free time and our mood in general. On the marketing side of the fence, we’re looking for any angle that will inspire more user interaction with our emails – targeted content, irresistible offers, inspired design… Something else to consider is seasonality but it needs to be thought through, be relevant to your products or brand and stand out from what can often be a deluge of similar emails, many…

Why Choose Email Marketing Infographic

The death knell of email continues to ring around the digital marketing space, yet the numbers in terms of users, engagement and revenue generated still outshine other channels. In our latest Email Marketing infographic, we look at the numbers and show you why email marketing is still the channel of choice when it comes to keeping in touch with your customers.  

Emails that work

As we all experience every day, emails, particularly those viewed on a ‘phone – which is most of them – get read or not based on two things: brand affinity and the engagement factor. And whilst many of us are loyal to the brands we like, most emails are only read and then acted upon if they contain a clear message, easy to read copy, strong call-to-action, are succinct and use eye-catching and original imagery. But this is just the start. Our use of online, interactions with brands, exposure to thousands of marketing message across multiple channels and devices, increasingly short attention spans and reduced tolerance for generic old fashioned methods of selling products and services means even the most…