After the email council has spent hours in the DMA offices at the monthly council meetings there is occasionally the need to move across the road to the pub where discussions (both email and non email related) can be quite interesting. One topic that came up is how quickly email marketing is still evolving. However it was also noted that some key fundamentals stay basically the same. The article below was first published in the DMA newsletters in 2008 (a million years ago in the land of digital) However nearly all the points still stand today.

Tweet{lang: ‘en-GB’}‘Relevancy is king’. I’m sure many of you share this ethos when it comes to your email marketing, because it is absolutely key to driving greater engagement between your customers and your email program. The more targeted and relevant content is, the higher the opens and clicks. In studies of our clients’ programs at [...]

Tweet{lang: ‘en-GB’}Its common sense, don’t make it hard for customers to do what you want them to do. Yet that’s what I see happening all too often with online forms. They are not always as helpful and friendly as they could be. After all, nobody likes filling in forms, nobody starts their day hoping for [...]

Tweet{lang: ‘en-GB’}I have just returned from a fantastic holiday, in which I enjoyed a tremendous road trip up the west coast of the USA. It is the first time I have travelled across the pacific as a consumer rather than on business for several years. This really opened my eyes to how much more focus [...]

Tweet{lang: ‘en-GB’}Once you are maximising your own customer and prospect data (gathered from your website) then the next step is to look at how to utilise other data to get the full benefit from your email marketing strategy. In order to do this effectively you need to make sure you:  Are clear on the target [...]