Not following email best practice can be the right thing to do. We look at what makes best practice and why it should sometimes be ignored.

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.

When the lead goes cold – what to do with inactive e-mail segments

The festive season is here again and the ‘inbox’ is bursting with invitations and enticing offers from a wide variety of email marketers.  As the number of shopping days diminish and the pace of life, for the consumer, intensifies the easy option for [...]

With another Royal Mail strike looming just as the busy shopping season gears up, it’s understandable for retailers to be in a bit of a panic. Having signed off months ago on glossy Christmas catalogues, marketing managers will be left wondering when customers will actually see the results of their hard work (and high printing costs). [...]

  A/B split testing is an essential part of any marketer’s tool box and is particularly great for email because it’s quick and easy – however the temptation is to act on results too early.
Typically, A/B split testing is done by isolating two small groups of around 5% of your list and sending them two [...]

Mark Brownlow tweeted a link on Friday which is an interesting example from my friends at Think Eyetracking.  While I have to admit I applaud any effort to get eye tracking more in the public eye, I am a little concerned that this was put out there without any additional information.
In the interest of full [...]

Sometimes its the simple things well executed that bring the best results.  This is certainly true in email marketing where a strong proposition clearly communicated will bring rewards. As markets continue to bump along in these recessionary times I thought it may be good to look at one of my favourite examples of a great [...]

'Cyber Monday' is defined as the first workday after the Thanksgiving holiday in the United States, and as logic would suggest follows 'Black Friday' which relates in this context to ecommerce and retail sales, specifically the upward trend that follows from these dates in late November through the Christmas period. The terms ‘Black Monday’ and [...]