Goodbye “channels” – Welcome the marketing “channel of one”

The practice of creating a seamless customer experience across digital channels has been a common marketing challenge for a long while now, and integration of some offline and online channels through campaign segmentation is the norm. However, for most of us it is difficult to get a grip on every part of the customer experience.

To put this into perspective, there are typically more channels or touch points throughout a customer experience that are entirely generic and not personalised at all, versus those that are.… Read more

Often missed part of successful email split test strategy

A mega test for sure, Marketing Experiments took 300 subject lines suggested by their readers, picked what they felt were the best ten and ran a split test.

The table of results is below. Read the original post for details of how it was run but before you do read on here for a quick lesson in email split test strategy not mentioned elsewhere.… Read more

First rule of email marketing – simple, working unsubscribe

It is not a lot to ask and most ESP’s won’t allow you to send an email without an unsubscribe link. The problem is often how the unsubscribe is implemented and this can vary considerably. Its surprising how some big brands can still get their unsubscribe wrong.

I always say that unsubscribes aren’t a bad thing. At some point the recipient has opted in to receive your email and an unsubscribe is just them saying, thanks but I’m not interested in this anymore.… Read more

Ideas from the last Email Tracking Report and launch event

Back in October I attended the launch of the Email Tracking Report in London, which was a great event – with a great atmosphere and some refreshing new perspectives shared. It’s been a while and between moving jobs, I’ve been mulling over the findings from the report and the ideas shared at the event, and pulled a few together, with my own take on them here.… Read more

November: The World of Email

In our now regular slot we started the monthly council meeting with a round-up of the latest happenings in email marketing that the council members had come across. As ever there was a mixture of cool, useful and the slightly odd and I have shared the highlights below.

First up news from RPost’s, whose focus is on high value confirmed email delivery.… Read more