Gimmicks in email

So, did you arrive at this blog because of the gimmicky link in our email? Or because you searched for gimmicks in email and google sent you here? Let us know in the comments section below. The question going round the display block offices every time a new gimmick comes out or someone uses some kind of obfuscation in their email to get you to click is “Do these things really work, do they just offer a short term uplift and does that hurt the brand in the long run”. The truth is we didn’t have the data to support what is pretty much a universal gut reaction. Gimmicks in email are just that gimmicks and ultimately have no real…

7 Tips for better Email follow ups

If at first you don’t succeed…Resend! Marketers have an edge when it comes to email vs. traditional channels: They know who did or didn’t open the first email, and they can act accordingly by sending more email. Sending more email? When everyone is fearful of over sending? Yes! Send more email! Although every marketer has to determine their own ideal email frequency in order to maximize email marketing ROI without causing a rash of spam complaints or unsubscribes, there is a kind of email that can be done on a case-by-case basis regardless of ideal frequency: the resend. Resending emails to subscribers who didn’t open the first email is a tactic that can increase open rates and click-through rates and…

Cutting edge email design

I was recently a keynote speaker at a European email summit in Amsterdam and was asked to talk about “Cutting edge email design”. Whilst researching emails for this event it struck me that one man’s junk can be another man’s treasure. The reason I say this is because it depends on your role or skill set as to what you see as cutting edge email design. I have selected three of the emails I used in the presentation to highlight some design techniques but also to show how important it is to know your audience and to design for them, not you. The first email we will look at is a Dogs Trust email designed to look great whether images…

Increase loyalty using drip marketing campaigns

How Drip Marketing works over time Drip Campaigns are a tactical subset of Marketing Automation. They work to increase loyalty, turn prospects into customers and strengthen your brand and engagement. In contrary to an event triggered mail that can be just a single sense and respond message, drip campaigns always are series of emails deployed over a longer period of time. 

Because it is a series they are more powerful / interesting for reminding, education and guiding your recipients at their own pace. Drip marketing is also extremely variable and can be used for many different purposes. Below are three very different ways to put drip marketing to work, each with distinct intentions. 

1. Growing Trust and building complete customer…

How to design an email using Sketch

Sketch by Bohemian Coding has been gaining popularity steadily since its release and is now on its third iteration. Many very large and well know companies such as facebook, Google, Dropbox and Twitter all have designers which use Sketch now. Sketch is a great graphics app for a number of key reasons. Firstly it is a vector graphics app so all graphics are scalable, and icons and designs stay pin sharp no matter the size. Sketch makes use of objects, slightly similar to the concept of smart objects in Photoshop but essentially an icon can be made up of multiple fully editable components. Sketch also has an inspector which makes adjusting layer styles and effects very quick and easy. The…

Let’s get serious with auto responders!

Let’s get serious with auto responders! Auto responders tend to get set up almost as an after thought. We’ve planned our email broadcasting strategy for bulk sends but about those pesky auto responders? What should we send there? They also tend to get set up and often are left unchanged. We recently discovered a self-service client who had sent over 3 million auto response messages over the last 2 years for a brand they had shut down! The auto responses were set up in the system, the data was there, the trigger criteria had been met in each instance and so the email had been sent, approximately a 1/4 of a million of them a month, all because the auto…

Research piece on what email marketers are focusing on

We are pleased to announce that email industry heavy weight Jordie Van Rijn from Email Monday among many other well respected email marketing events, blogs and websites like email vendor selection has agreed to write a series of blogs for display block. The first of which, a research piece, is below. Please make sure you register at the bottom of our home page if you want to be informed when Jordie’s next piece is available. This is what Email Marketers will be focussing on There has never been a better time to start with building out your email marketing plan than right now. With that in mind it is interesting to gauge what marketers say are the top focal points…