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.
Category Archives: digital marketing
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”
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?”