Tweet{lang: ‘en-GB’}One of the contentions that surround email marketing at the moment is the issue of when you retire an email address. Leading up to Christmas, when the heat is on, ambitious sales targets tempt even cautious marketers to push out the boat and send to everyone. If an email list is causing deliverability issues, [...]

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’}Driving home last night, I saw a dead badger on the roadside, and I started ruminating on similarities between dead badgers and email marketing programs ! Not so much from the perspective of being a bit flat, somewhat run down, or showing the first signs of decay ( although all of those are potentially [...]

Tweet{lang: ‘en-GB’}Morrison’s have just finished running one of the best promotions I have seen. For those of you who missed it, it basically involved going shopping and for every £30 you spent you received a pack of Disney top trump cards. They also added in bonus products that when you purchased them you got an [...]

Tweet{lang: ‘en-GB’}Previously, I wrote an article about the number of different ways that common domain names get mis-spelt. In the case of “Hotmail”, I stopped counting once we got into three figures ! It was a tongue in cheek article, although it did have a serious point to make about the importance of list hygiene. [...]

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’}As email has evolved as a channel, so has the role of the Email Marketer.  You now need to integrate your email campaign with your social strategy, check how your email is going to perform when viewed on a mobile device, remove recipients who haven’t opened in the last 6 months – the list [...]

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 [...]