Five reasons to try interactive email

User interaction with an email used to mean one thing – a click – while the real fun was left for the landing page. Thanks to some recent breakthroughs, that no longer needs to be the case. It’s now possible to offer sophisticated user interaction within the email itself such as menus, carousels, triggered animations, browsable product categories, quizzes and even games. You can’t run a script in an email so how does it work? The magic happens thanks to a CSS trick known as the checkbox hack. Don’t be put off by the word hack – the principle is actually quite straightforward and the code is neat. It goes like this: You place a checkbox, like the one you’d…

Prefer your customers stay? Try a preference centre.

Preference Centres If GDPR is any indication, we live in a time in email marketing where consumers want to feel more in control, and what better way than to tailor-make what information you send them per their specifications. This is where preference centres are ideal – rather than simply opting out from all communications, you can let them hand pick what they want, to both eliminate the feeling of receiving unwanted emails and hopefully inspire greater loyalty with your brand. To give you some idea of the benefits, these are the results from two of our different preference centres: Client Total Preferences Selected Total Unsubscribed Preferences (%) A 43,787 364,073 10.74 B 20,258 299,740 6.33 As you can see, you…

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…

Predictions for 2017 email marketing

Well, it only took 2 years, at this time in 2014 I wrote that 2014 was going to be the year when mobile responsive email just became email, became the common place, was what all the hip kids were doing. That finally happened in 2016, so the market was a little behind the curve but, boy, did email marketing catch up quickly! Responsive and Spongey coded emails abound, as do gif animation emails. Open the door and when you marketers come through it you do it with vision and a vengeance. So what will 2017 bring us? is it finally the year of video in email? Is it the year when automation crosses the chasm and is no longer the…

How retail should use email marketing

Email marketing can be the most effective sales support for retail companies. It is undisputed that it is by far the best value for money form of advertising. For every £1 spent, email marketing generates a £38 ROI. Email has been claimed to be more than 40 times more effective than Facebook or Twitter. This is easy to imagine as people have absolute control over their inbox in choosing to receive emails from their favourite brand it is reasonable to assume a retailer will be sending emails to people who want their emails. People have very little control over the type of content they receive via social media and most retailer brand messaging gets lost, not least because people don’t…

How Purple Parking went from good email marketing to great email marketing

Purple Parking, the UK’s best airport parking service, used to do pretty good email marketing. They segmented their data; they sent appropriate, targeted messages with on brand crisp creatives; their emails got opened; they got clicked, and parking got booked. All in all it was a pretty effective programme and they sell parking services so that was that, what else could they do to improve things, they had everything seemingly covered. In essence, they did good email marketing but not great email marketing. Well, the Purple Parking management team had different ideas, they wanted more, so in conjunction with Spike Marketing and display block they came up with a great email marketing programme. Not excellent, just great. Excellent is still…