03 Feb 2012
Why marketing channels donât matter
As marketers, we tend to take a channel-centric view, with social media and email fighting it out over which has the biggest influence. The truth is we don’t matter. Our messages don’t matter. Our channels don’t matter. Relevance is in the eye of the beholder. And we’re not the beholder – the...![T-53c7e398764ab-customer-centric_53c7e398762da-2.jpg](/uploads/T-53c7e398764ab-customer-centric_53c7e398762da-2.jpg)
24 Jan 2012
Email marketing: write like a pro
Before getting into the digital space, I spent a good part of my life as a radio broadcaster and I’ve always been fascinated by the similarities between radio and effective communication online. There are a few which really stand out for me.![T-53c7e20a883fd-writing-emails_53c7e20a881bc-3.jpg](/uploads/T-53c7e20a883fd-writing-emails_53c7e20a881bc-3.jpg)
10 Jan 2012
Is it time for an email newsletter reboot?
Email newsletters are an essential and potentially high-performing tool for marketers. However, what often happens is the newsletter is created, and while it continues to be sent year in and year out, it is not reviewed or measured. Without regular monitoring, newsletters will not perform to...![T-53c7e17db160a-email-newsletter-reboot_53c7e17db13fa-2.jpg](/uploads/T-53c7e17db160a-email-newsletter-reboot_53c7e17db13fa-2.jpg)
06 Dec 2011
Can using the pre-header make a difference?
In a nutshell, yes the pre-header is key. Multiple heatmap studies have shown that the three main influencing factors in getting your emails opened are: from name, subject line and preview pane. So, with that in mind, let’s consider the email client options.![T-53c7e09340102-pre-header-make-a-difference2_53c7e0933ff44-2.jpg](/uploads/T-53c7e09340102-pre-header-make-a-difference2_53c7e0933ff44-2.jpg)
06 Dec 2011
Make the most of your customer lifecycles
Whatever your product or service, there are opportunities for every business to maximise revenue from your customer lifecycle. Once you set up your lifecycle emails as triggered messages, lifecycle programmes will carry on working for you without additional resource requirements.![T-53c7e0d8aa66d-customer-lifecycles2_53c7e0d8aa4d3-3.jpg](/uploads/T-53c7e0d8aa66d-customer-lifecycles2_53c7e0d8aa4d3-3.jpg)
25 Oct 2011
Five ways to make more of your A/B email tests
So you test two subject lines on a decent number of recipients and one performs better than the other. Yay! We have a winner... send it out to everyone else. What’s not to like about that? Hopefully nothing, but the simplicity of “version A versus version B” testing can lull us into...![T-53c7e0457ceda-a-b-split-testing_53c7e0457ccfd-3.jpg](/uploads/T-53c7e0457ceda-a-b-split-testing_53c7e0457ccfd-3.jpg)
06 Oct 2011
Member ContentEmail tracking report 2011
Consumers are the ultimate judges of how well the email marketing industry is performing. That’s why the annual DMA / fast.MAP Email Tracking Study provides such valuable insight for marketers: it tells us what consumers really think of the marketing emails they receive, the content they prefer,...![T-53c7dfa3477ac-email-tracking-study2-2011_53c7dfa3473d5.jpg](/uploads/T-53c7dfa3477ac-email-tracking-study2-2011_53c7dfa3473d5.jpg)
21 Jul 2011
Email Creative
This white paper on Email Creative is one of a series of white papers published by the Legal, Data and Best Practice Hub of the DMA Email Marketing Council. They are designed to help make Best Practice more readily understandable, so that you can implement them within your organisation.![T-53c7de7276820-email-creative-whitepaper2011_53c7de72764e4-3.jpg](/uploads/T-53c7de7276820-email-creative-whitepaper2011_53c7de72764e4-3.jpg)
13 Jul 2011
Member ContentFA email marketing report 2011
The FA Email Marketing Study aims to shed light on how football clubs are using digital marketing to cement fan loyalty, increase revenue from branded merchandise and provide platforms for their sponsors to reach out to their fan base.![T-53c7de14109a5-fa-email-marketing-study2-2011_53c7de1410875-2.jpg](/uploads/T-53c7de14109a5-fa-email-marketing-study2-2011_53c7de1410875-2.jpg)