Tweet{lang: ‘en-GB’}In this second part of tips for successful preference centre’s I explore what data should be collected and discuss the potential benefits and pitfalls of using modeling to help drive relevant communication. 6. Start simple and Get the Basics, Then Ask Detailed Information When brands require more than three or four preferences, separate opt-in [...]

Tweet{lang: ‘en-GB’}Long term sustainable email programs need to be relevant to their audience or else consumers will be less inclined to interact or even cut off communications altogether. The need for relevance becomes even greater when the email program is a core part of a true multichannel engagement strategy, but how do you know what [...]

Tweet{lang: ‘en-GB’}How many times this year alone have you heard or used the terms: engagement, relevance, ROI, or lift? I’m guilty of more than I can count. While I’m certain we each are working diligently to turn those hopes into reality in our email marketing programmes my concern is that we may miss the mark [...]

Tweet{lang: ‘en-GB’}I’m often asked about the right frequency to mail an email list and the risks involved in getting it wrong. I’m not surprised really. As a revenue driving channel, email seems to be going from strength to strength; It also seems to be gaining extra points now and as media attribution modelling is becoming [...]

Tweet{lang: ‘en-GB’}In this month’s Infobox: In the second part of our email testing series, Susan Young from Screwfix Direct provides a practical guide on how to test subject lines Put yourself in your readers’ shoes, advises Sara Watts, Director at Data Media and Research (DMRi). Just because someone hasn’t clicked through from your email, it [...]

Tweet{lang: ‘en-GB’}If I had a pound for every time I’ve been asked about the death of email marketing, I’d be “on the cover of Forbes Magazine, smiling next to Oprah and the Queen” (to steal lyrics from the Travie McCoy/Bruno Mars song). Basically, I’d be a billionaire. Instead, I’m constantly coming up with new ways [...]

Tweet{lang: ‘en-GB’}Already marketing by email, but need inspiration? This intermediate session will show you how to accelerate list growth by building on your existing email marketing programme  – and reach beyond the inbox to find new subscribers.     This breakfast briefing, sponsored by email marketing experts Silverpop, is the first in this series of four [...]

Tweet{lang: ‘en-GB’}In life, we get called many things; some of them are good and some are not so good. However, it’s safe to say that being referred to as a “god” or “goddess” isn’t something that’s going to happen very often. When it does, I think that’s cause for celebration. Two recent postings by Fred [...]