Marketers are great at coming up with reasons that their work won’t perform. Of the many and various reasons that things won’t work, the most frustrating is that headlines, calls to action, or some special stock photo need to be ‘above the fold’ and if they aren’t, then people won’t buy a product or service. The old ‘aboveContinue reading “There Is No Fold”
Yearly Archives: 2017
What Do Your Subscribers Want?
What did you promise me when I subscribed? Do you have any ways of doing business that I don’t know about? What’s something newsworthy? What value will my wife get from your service? How are you different from the other guy? Tell me a story without a price tag at the end. Where have I been on your website? What didContinue reading “What Do Your Subscribers Want?”
Playing with a plain text play.
Dear Brands, Have you tried sending some emails with a very simple plain text approach? It could work. I’ve done it a bunch of times – in fact, I send plain text every day and my recipients love it. I give them a straight forward subject line, nothing tricky so they know what’s inside the email. Then IContinue reading “Playing with a plain text play.”
Different Ways to Use Behavioural Data
Use behavioural data in email to create segments without asking for preferences. A few years ago I heard a tale of a record label that used behavioural data inside email to segment their audience. This particular label had a whole load of subscribers who were just plain old boring no-data-given-and-had-no-conversation-with, subscribers. The label had been sending emails thatContinue reading “Different Ways to Use Behavioural Data”
Why Collect Emails?
I’ve been telling people lately that I’m on a journey to sign up to at least 500 travel and tourism related email lists – and for those who aren’t in email marketing, the question often comes back, ‘But what are you going to do with that?’ Unfortunately the question comes back from people within the industry too.Continue reading “Why Collect Emails?”
How to Introduce The Person Sending Your Emails
Instead of sending emails from Brand X, some businesses send marketing emails using the from as a person’s name. In the pursuit of higher open rates and higher click throughs, this can help to appear more friendly, personal, and encourage consistent reading and opening. It can be a really effective method of communicating – after all, people want toContinue reading “How to Introduce The Person Sending Your Emails”
300 Tourism Subscriptions Later
I’m on a journey to sign up to as many tourism and travel related email lists as possible. Email marketing is an inexact guessing game, and I want to know how other people are guessing. I’ve just passed 300 lists – is not that many in the grand scheme of things, but I thought it wasContinue reading “300 Tourism Subscriptions Later”
Become the Customer & Revolutionise Your Emails
Change your customer’s experience with your emails by becoming your customer Marketers are so caught up in the day to day activity of performing the marketing function for their business, that it seems they rarely take time to experience their own work as a customer. It’s usually not that hard to do so, sometimes itContinue reading “Become the Customer & Revolutionise Your Emails”
How to manage subscriptions to multiple brands
The more I interact with new marketing techniques and colleagues about the targeting of subscribers and customised experiences in email, the more I think, ‘Wow – marketers are a lot more advanced than I thought.’ There’s really great techniques coming out of ESPs, and people have a lot of great opportunities to do big things with theirContinue reading “How to manage subscriptions to multiple brands”
Small Business Email Marketing – A Cautionary Tale
I once met a man who was running a small business in a well-to-do part of town. He imported and sold beautiful homewares from provincial France that you could not find anywhere else in Sydney. After 15 years he had built up a great business that supported his lifestyle and allowed him to live in comfort. It wasContinue reading “Small Business Email Marketing – A Cautionary Tale”