I’ve avoided writing about marketing automation for a while now because, if I think about it too much, it is just “The Emperor’s New Clothes”. Don’t misinterpret that statement as me saying I don’t think it is a wonderful tool in the eMarketers arsenal or that you shouldn’t be doing it – it’s just that […]

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 […]

MINI have been going through a rebranding process for a while now and it seems to be a phased approach happening gradually. It’s no surprise their emails have gone through some changes as well to mirror this transition, so I’m going to be focusing on one of their emails and the transition it has gone […]

To improve the effectiveness of your emails it is important to not overwhelm users with choice and to not include any content with duplicate links. This concise approach to email design will not only improve the results of your campaigns but also reduce the time it takes to create them. Keep things simple People can […]

Big Data is definitely in vogue at the moment with companies looking to find ways to improve sales and operational efficiency through analysing huge volumes of data searching for industry and commercial patterns. Whilst the expense of such an endeavour may be a little off-putting for some smaller companies, this doesn’t mean you should forget […]

Creating a sense of urgency can be extremely powerful in email marketing, and marketing in general. Urgent situations cause us to suspend deliberate thought and act on rash, snap impulse decisions. Urgency causes people to act quickly. Many times what is stopping a subscriber from converting on a landing page or email is people thinking […]

Creating a strategy for email marketing will keep you in the race for customers. Continuity is key – both in terms of implementation and in identifying and reacting to change. Outlook (Hotmail), Gmail, Yahoo et al have been employing user interaction (or lack thereof) to determine whether emails are delivered in the inbox or junk […]

As email marketers, it’s easy to become trapped in the focus of what our company is doing and how best to reach people we want to sell our products and services to. But it’s important to hop over the fence now and then and try and understand how people shop now. I read recently that, […]

Email strategy, you have one right? It makes up part of your overall communications strategy, dovetails nicely with social strategy and everyone in your marketing team are aware of what your email strategy is and work towards delivering it with every email decision you make. You don’t? Why isn’t that a surprise? Well I guess […]