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?”

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”

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”