Andrew Beeston, Author at Andrew Beeston

April Fools Content Marketing

As someone once said, April 1st is the one day of the year that people actually check to see if what they’re being told on the Internet is true. It’s a great day for companies wanting to engage their customers and have a little bit of fun – and while it has in latter yearsContinue reading “April Fools Content Marketing”

Introducing your new brand with email marketing.

Here’s a surefire way for you to lose subscribers and alienate people who have been reading your emails: Change your brand and then introduce the new one really poorly. Here’s an email that I received a few days ago introducing me to a new brand – a brand new brand if you may. As youContinue reading “Introducing your new brand with email marketing.”

Travel & Tourism : How To Make An Email Welcome Series

I’ve been researching the tourism and travel industry’s use of email marketing for the 2 years, and have observed that apart from a few stand outs, the bulk of the industry isn’t doing email marketing well. A statistic that stands out to me when I look at my research is that the average delay betweenContinue reading “Travel & Tourism : How To Make An Email Welcome Series”

Who Owns Your Audience?

The Disney-owned Maker Studios and YouTube have pulled away from PewDiePie, one of the video platform’s most popular stars, after a report that he had posted several videos featuring anti-Semitic imagery. SMH Ouch. PewDiePie’s revenue has just taken a big hit. It’s reported that last year he earned US$15 million, and now that YouTube andContinue reading “Who Owns Your Audience?”

Valentines Day Sadness

A single subject line stood out today. “It’s a holiday you need, not a valentine” At least they’re saying out loud what the others are effectively doing. It has not been a good Valentine’s Day for creativity in the travel & tourism industry.

Horrible Email Preference Centers

Email marketing data can be useful to help target people well, and storing this information in your ESP is easy. But if you don’t know what you’re doing, then you’re really going to be opening yourself up to problems. Marketers use pages called ‘preference centers’ as a way of including the subscriber in the collectingContinue reading “Horrible Email Preference Centers”

Is this Deceptive or Legitimate Email Marketing Tactic?

The ‘form’ shown in the email below contains data that encourages a subscriber to update their details. Upon clicking on the form entry, or item it takes the subscriber to a landing page where a subscriber can input/update their details. For some this is deceptive behaviour Some people think that forms in email are notContinue reading “Is this Deceptive or Legitimate Email Marketing Tactic?”

Interesting Emails: January 2017

As far as well developed welcome series go, I haven’t seen many in the travel and tourism sector. Most businesses focus on getting straight to the specials, and discounts rather than introducing subscribers to the value of having subscribed, or the benefits of subscribing. As such, it was quite a change to see this veryContinue reading “Interesting Emails: January 2017”

Values Driven Marketing – Intrepid Travel

I love that Intrepid Travel put their values up front with this email. They’re a travel company, they’re not pretending to be anything else. But this has a real and powerful note from their MD James Thornton. On their landing page James has the full story about what they stand for, along with this assurance. Intrepid standsContinue reading “Values Driven Marketing – Intrepid Travel”

There Is No Fold

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”