Tweet{lang: ‘en-GB’}There have been many announcements over the last few months regarding the various types of inbox filtering being deployed by various webmail clients. At first they look pretty harmless, with the rules that the ISP’s intend to use ranging from the ambiguous, to the algorithmic detail. If you take the metrics that Google claim [...]

Tweet{lang: ‘en-GB’}Football Manager, Kevin Keegan can (but doesn’t) claim to be a better manager than Bill Shankley based upon Management Win statistics.  (Shankly won 49.95% of his games as manager, while Keegan won 50.47% ). In a Digital world the volume and range of numbers can be used by Marketers in a variety of ways. If [...]

Tweet{lang: ‘en-GB’}Due to exceptionally good feedback in 2010, the Email Marketing Council decided to re-run the Email Customer Lifecycle series albeit with different speakers, case studies and content. So whilst the overall concept remains the same the content is completely different. In case you have never been to one of these events before the format [...]

Tweet{lang: ‘en-GB’}Frameworks have been used to structure thinking, people and process effectively in many different industries. I created the email hierarchy of needs framework to help breakdown email marketing into distinct key elements and have found it helpful when working with clients on their email marketing programmes. Its inspired in part by Maslow’s hierarchy of [...]

Tweet{lang: ‘en-GB’}My colleagues on the DMA Email Marketing Council and I have just published The Guide to Segmenting your Emails. So many of us within the email marketing industry see companies who send generic ‘one size fits all’ emails to their customers and feel compelled to advise them on how to do it better. How [...]

Tweet{lang: ‘en-GB’}As a well-known sceptic of the less email = more revenue theory, I have always found it puzzling and somewhat insulting that members of the anti-frequency brigade assume that anyone who follows my advice will by definition simultaneously shut down their brains and start sending 100’s of completely pointless, ugly emails containing terrible offers [...]

Tweet{lang: ‘en-GB’}It’s not often that I share a “data gag” outside of my circle analyst friends, but I thought this was worth the effort! The title of this post comes from a Dilbert cartoon strip, which, whilst amusing, also made me think that remembering what data really is should be at the forefront of the [...]

Tweet{lang: ‘en-GB’}Go ahead and look at your recipients based on how they signed up for your messages. Looking at the different metrics – open, click, conversion – over an extended period, say 3 months or 6 months usually makes for interesting reading, allowing you to quickly identify whether one or two of your sources for [...]