Speaking Your Customers’ Language

I ran an all-day customer workshop recently with one of our customers, a rapidly growing online retailer.  There were seven of us in the workshop altogether; myself, three colleagues and three key people from the customer (one technical, one commercial – the founder, in fact – and one marketing).  The meeting went well and we covered a lot of ground, however one of the things that slowed us down a little early on (and I have come across this in the past) was the fact that we weren’t always talking about the same thing, even though we thought we were. … Read more

How far can email play the April Fools Game?

As a trusted channel, email is not usually the focus when it comes to April fools jokes.  We typically scour the newspapers every year, trying to spot which are the real stories, and which are the April Fools.

Was the Holy Grail really found in Spain? Will Man Utd’s Old Trafford Ground be renamed in a deal with Nike? Did a man really lose 14 stone from Morris Dancing?… Read more

What happened last month in the email world ?

The big news last month was that Gmail added an unsubscribe link to its interface. What actually happened was that Google have made it easier for recipients to find the unsubscribe link and moved it next to the senders address in the header. It used to be slightly hidden in a drop down menu and as a result many people didn’t know it was there.… Read more

You’re beautiful

Believe it or not, “you’re beautiful” were the words that I uttered when I was doing some last minute online Christmas shopping for my wife. Not because she is (although for clarity she certainly is), but because when I was buying some beauty products for her from online beauty retailer feelunique.com I had some beautiful email experiences.

This is clearly a company that sees the value in email, so let me share some of the experiences that made me gush out loud.… Read more

The World of Email in January: Money, Dirty Politics, and Murder

In our January council round-up on ‘the world of email’, we were fortunately spared a review of “predictions” for 2014.  Instead, the January session was varied and exciting with all the hot news in email – a focus on the unsubscribe arena, plus other headlines involving money, dirty politics, murder and a… fridge.  Ha – try and get that lot that into a cohesive blog.… Read more

Let’s get engaged!

Email subscribers are expecting more and more from the messages they receive in their inbox these days, making us, as marketers, work harder – and rightly so!

Email marketing is no longer about taking a single message and broadcasting it to your entire database. Irrelevancy is the new spam and anything your readers don’t find interesting or relevant, they will delete or mark as spam and complain to their ISP.… Read more

Goodbye “channels” – Welcome the marketing “channel of one”

The practice of creating a seamless customer experience across digital channels has been a common marketing challenge for a long while now, and integration of some offline and online channels through campaign segmentation is the norm. However, for most of us it is difficult to get a grip on every part of the customer experience.

To put this into perspective, there are typically more channels or touch points throughout a customer experience that are entirely generic and not personalised at all, versus those that are.… Read more