Dynamic content is a powerful tool to make your content relevant and valuable to your subscribers, by creating whole sections of HTML that are unique to each subscriber segment. But don’t overlook personalisation – a simple but often deceptively effective method of tailoring content.

Tweet{lang: ‘en-GB’}Sometimes in the midst of all the amazing advanced email technology available to marketers, the essential building blocks in email are overlooked or not maximised. I regularly remind marketers to go back and check that all the building blocks are in place in order to have a firm infrastructure to have the data to [...]

Tweet{lang: ‘en-GB’}If you’re anything like me, then you’ll have been glued to the TV over the last month or so watching some of the greatest footballers in the world compete for that all important prize. But even if I hadn’t watched any of the World Cup, I’d only have to look at my inbox to [...]

Tweet{lang: ‘en-GB’}One of the more unlikely celebrities to emerge from the recently completed football World Cup was Paul the Octopus. For those of you who are unaware of the background to this story, Paul lives in an aquarium in Germany, and has become an expert predictor of the results of the matches that feature Germany [...]

Tweet{lang: ‘en-GB’}The innovative guys over at Litmus have extended their Fingerprint tool and added some pretty amazing email analytics to their tool. They tracked more than 4 million opens over hundreds of campaigns and found some interesting results. Out of those who opened the campaigns: •On average, 51.1% of readers spend less than 2 seconds [...]

Tweet{lang: ‘en-GB’}Understanding why consumers are quick to withdraw the privilege of using their data for marketing purposes is not terribly complicated. However, the factors that lead consumers to entrust their data with companies in the first place, and how companies continue to retain the confidence of these consumers, are not immediately obvious. To close this [...]

Tweet{lang: ‘en-GB’}We all talk about the power of email marketing, but it really comes home to roost where you’re on the end of a bad experience. Let me set the scene. With summer on the way I decided to buy some plants for my garden. I chose a company I’d never bought from before but [...]

Tweet{lang: ‘en-GB’}You may recall last week we started looking at testing and my recommendation of ten mistakes to avoid. Well this week I am going to continue with this theme and look at the remaining 5 mistakes that we should all look to avoid with our testing. However before we get started, lets take a [...]