Tweet{lang: ‘en-GB’}The four key eCommerce marketing trigger emails are; welcome, transaction confirmation, basket abandoned and ratings/review request. Of course there are other opportunities for trigger emails such as Birthday, back in stock emails, win-back and more, however those first four emails are the key emails to put in place before any others. Here I’m looking [...]

Tweet{lang: ‘en-GB’}There’s no doubt there is a change afoot in the email marketing industry. Despite  all the best practice mantras (“must segment more”, “this year we won’t look like spammers”)  it is becoming plainly clear there is a divide growing between those who have stuck to their New Year resolutions and those who have not. [...]

Tweet{lang: ‘en-GB’}As a consultant on the vendor side of the email marketing industry, I spend a considerable amount of time working with clients to create strategies for solving their email challenges. Whether those challenges are related to attribution, creative templates, acquisition, deliverability or any of the other numerous practices and processes the client is looking [...]

Tweet{lang: ‘en-GB’}Email marketers talk *a lot* about relevance and engagement. And rightly so. Email marketing, when done well, can deliver a personalised marketing message not achievable in any other medium. (No pressure, right?!?) But, as we all banter about personalisation, segmentation and targeting, we are too often failing to send the right signal to recipients. [...]

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’}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 [...]