Tweet{lang: ‘en-GB’}Email subscriber engagement is increasingly important as a determinant of inbox placement and positioning. For email marketers, the challenge is to identify drivers of positive engagement, and applying that knowledge to create campaigns that their subscribers consider informational, educational, or amusing. Success is being measured by important new metrics such as “retrieved from spam”, [...]

Tweet{lang: ‘en-GB’}As an email marketing consultant working with clients to improve the performance of their email programs, I have spent a lot of time helping brands change the practices that negatively impact their inbox placement and response rates. While this is both challenging and interesting work, it’s also refreshing to shift focus and appreciate some [...]

Tweet{lang: ‘en-GB’}It’ll surprise no-one to hear that smartphones and mobile devices are changing the way we receive email. Research suggests 63% of women and 71% of men access email services on their mobile device. But it’s important to remember this isn’t just a platform used on the bus or in shops. There’s just as much [...]

Tweet{lang: ‘en-GB’}There is still a lot of debate as to whether open tracking is or should be covered under the revised Privacy and Electronic Communications Regulations. In my last blog post, Open Tracking and the New Cookie Law, I shared the thinking of the Email Marketing Council and put forth an argument as to why [...]

Tweet{lang: ‘en-GB’}Over the last year, the marketing world has seen mobile become a key tool for marketers with the channel being further integrated with others, such as email. With this in mind, marketers must ensure that their email campaigns are formatted to be viewed on mobile devices, including smartphones and now tablets. A recent review [...]

Tweet{lang: ‘en-GB’}There has been a lot of talk in the email industry about whether open tracking falls under the category of “similar technology.” Let’s be clear right from the off: we cannot answer this question – only the Information Commissioner can answer this question definitively.  What I can do is analyse what we know so [...]

Tweet{lang: ‘en-GB’}Over the years I have implemented automated programs and experienced the extraordinary results they can deliver – from cost saving and improved engagement to higher customer satisfaction levels. However marketing automation magic cannot be conjured up through software alone, and I would argue that the magic is not in its ostensibly “fast and easy-to-implement” [...]

Tweet{lang: ‘en-GB’}Developing a good email marketing strategy can be a daunting task. To help you get some perspective, here are 3 key stages to keep you on track. Develop a customer centric communications strategy. I know this can be a bit of an overused statement, but to make the email channel work in the modern [...]