Wizemail provides email marketing software solutions and e-shot HTML templates to a wide variety of clients - SMEs, Corporate and Digital Advertising Agencies alike – all with one common requirement, a dynamic, professional, digital marketing team on hand when required.

At least weekly, one of the Wizemail team will post a tip, trick or general email marketing advice here.

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  • How to advertise your company for free and gain subscribers Dec 12, 2018 at 4:18 PM

    One of the requirements of email marketing is to give things away. It is the single most effective tool for gaining subscribers to an email marketing list. It’s refreshing to know that there are lots of free ways for us to access advertising to increase our return on investment.

    There are methods that you are, no doubt, already exploiting, such as Facebook and Linkdin. After all, everyone’s doing it. Using social media for advertising is almost a requirement. One aspect that is often missed is using forums to both describe your products and mention your company.

    For any product, someone, somewhere, is running a forum where it can be advertised effectively. If you sell networked printers, there are any number of IT forums where people post problems in the hope that a specialist will give advice. Get yourself known as a source of sensible and dependable solutions and whenever you mention your company, posters will come to your website or Facebook page.

    Similarly, YouTube provides a way of presenting your products. It has, rather famously, the second most used search engine, beaten only by Google. Your SEO skills will give you an edge over most other presenters. If you produce a video of a process that will interest potential customers/subscribers, then you have an advertising medium working for you day and night, and for free.

    There are other, less direct, ways in which to reach customers. Magazine advertising is not expensive, but there are ways to ensure that your input is not relegated to pages near the back. Editors are hungry for good copy. Supply them with a couple of thousand words, and lots of images, about something that will interest their readers and you have your products and company name in a feature, maybe the one in prime position. You might even get paid for it.

    If you run a blog, another effective method of free advertising, you will know the problems of finding something to write about week after week. You will have a business case to produce by Friday, there’s the meeting that you simply must be at, and you’ve got no idea what your thousand-word missive will be on.

    Imagine, just when you are jotting something unintelligible on a bit of lined A4 you tore from your pad, someone phones to ask if you might be interested in a post they’ve written. Guest blogs are not always a matter of desperation, but they are normally welcome. Offer one and you’ll get a photograph of yourself, or someone who might relate better to the demographic you want to attract, in the piece, with a mention of you and your company, together with contact details.

    There is another, less used, way of getting someone else to advertise for you. Your suppliers will want to keep you sweet; it’s a symbiotic relationship. The more business you do, the more they will. If you give them your business cards or flyers for a particular email marketing campaign and ask them to distribute them, or place them on their counters, they’d be fools to refuse.

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  • How to get paid for new subscribers Dec 5, 2018

    I used to edit a monthly magazine; 72pp, A4, full colour. I won an award yet here I am writing a blog. That’s because email marketing is much less stressful. Most writers harbour an image of an editor, in god-like mode, sitting as a desk covered in submissions, sweeping most into the waste bin.

    It’s nothing like that. Two days before press day the whiteboard will have a group around it, all, apparently, studying the gaps. The plea of, ‘Are you sure there’s nothing in the slush-pile?’ is met with a slight shake of the head but no eye contact. That’s the reality of editing a monthly.

    In order for those engaged in email marketing to exploit this desperation it needs to be remembered that editors are space fillers. They need articles and that can work for you. You might even get paid, but just a little.

    You produce copy regularly for your email marketing campaigns so either you already have the necessary skills or know someone who has. The only difference between writing a 1500-word article and a paragraph explaining an offer is that longer one is easier.

    Many, if not most, editors will maintain a slush pile, a file containing copy from various writers in case of an emergency. Your 1500 words will stay in the tray as long as it remains current. You will have included your website URL, mentioned your products and demonstrated your knowledge and dependability; just like an advert in fact.

    Editors notoriously regard articles as not time-specific. None will promise what month, if any, it will be published; no honest editor anyway. It is down to you to write a time-specific article so that it will be published when your email marketing campaign goes live. This will mean, of course, that if your article is bumped by another then it will be binned. Don’t look upon it as wasted effort. The editor will remember you, and two bumped articles means a lost contributor.

    Writing for others might seem a masochistic exercise given the difficulties of creating your own copy for email marketing campaigns, but free advertising is worth a bit of effort.

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  • Winning with email marketing loyalty programmes Nov 30, 2018

    It will come as no surprise that it can cost more than five times as much to acquire a subscriber to your email marketing list than to sell to an existing one. Or, to put it another way, a customer loyalty programme pays for itself.

    It is not simply a case of giving regular customers special deals or occasional freebies, although these methods are useful. It has more to do with making them feel valued. A points system, rather like cards that get stamped at coffee shops for every purchase, is a simple, non-personal way of rewarding loyalty. Good, but you need to go further.

    I’ve recently been part of a real-life example. A software company was in the process of producing a new programme. I was identified by their email marketing software as someone who had bought the about-to-be-replaced programme, upgrading regularly. I was asked if I might like to take part in beta testing. I was head-hunted; of course I would.

    Whenever I sent in a comment or criticism I was thanked by the named person in overall charge of the new programme. I would be told what team my comment would be sent to and the name of the person in charge of it. Within a couple of days I would receive a friendly response. Forums limited to those with the beta programme added to the feeling of community.

    When the programme went public, I was offered a release version for less than half the price in the product’s first email marketing campaign. Who wouldn’t buy it? They had gained a loyal customer; my opinion was valued and trusted, so I felt part of the team. I have since become something of an ambassador for the programme. After all, I helped design it.

    There are a number of aspects to this procedure that are applicable to most loyalty programmes.

    1/ Identifying individuals

    They looked through their email marketing lists, picking me as likely to respond. They knew that I was fairly technically savvy/a bit of a nerd.

    2/ Stroking

    I was told that I had been picked because I was a valued customer and had used their software for some years.

    3/ Asking questions

    My preferences were sought in a pre-trial questionnaire.

    4/ Interaction

    This is probably the most important aspect of any loyalty programme. I was encouraged to ask questions. All were replied to within a short period. Some became almost a dialogue.

    5/ Getting personal

    I’d been a subscriber to their email marketing lists for years and their information was put to good use. Emails came at the right time. They used my preferred method of address. I got development team photos. Once when a team member left, I received personal thanks and best wishes.

    As I’ve been involved in email marketing for some years, I can get a little cynical at times, but the process got me totally on board. I found it impossible not to respond to the friendly atmosphere. They got good feedback; I got a significantly reduced price. Everyone was a winner.

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  • Make loyalty work for your email marketing company Nov 29, 2018

    Why should those on your email marketing lists ignore the unsubscribe button? There are lots of other companies out there only too willing to offer them an advantage to change their allegiance. You can’t always get the balance between cost and quality just right.

    Most of the research on the subject supports loyalty as being a very strong influence on most people’s decision-making. Familiarity might breed contempt but it also stops people wandering away for supposedly greener grass. You need to build on your subscribers’ natural tendency to remain with what they know.

    A loyalty programme is better described as building a relationship with your subscribers. It does not mean that you should offer them bargain prices all the time, although an occasional reduction can work well. We want them to feel they are special.

    Start at the basics. Don’t tell them they are subscribers to an email marketing list but are members of a club, perhaps even use the word community. If they phone/email with a query they should be told something like, ‘As you are a member of our concessions club, I’ll let our customer services manager know of your problem.’ When the reply comes the CSM’s name should be attached.

    Similarly you could just tell your high-return customers that they are part of premium group which gives them access to all sorts of special benefits. A direct line, or specific email address that is replied to within four hours will work wonders.

    There’s no doubt most people respond to stroking. You are telling them they are valued. You are also hinting that if they want similar treatment from one of your competitors then it will be some time before they can get to the same level.

    Building a dialogue with subscribers is an excellent way of keeping them on your email marketing lists. Identify them when they post on social media and ensure you reply in quick time. Keep the conversation going. Show them you are interested in their thoughts and needs.

    If you show subscribers you regard them as special, they will feel in some way obliged to you.

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  • Make loyalty work for your email marketing company Nov 29, 2018

    Why should those on your email marketing lists ignore the unsubscribe button? There are lots of other companies out there only too willing to offer them an advantage to change their allegiance. You can’t always get the balance between cost and quality just right.

    Most of the research on the subject supports loyalty as being a very strong influence on most people’s decision-making. Familiarity might breed contempt but it also stops people wandering away for supposedly greener grass. You need to build on your subscribers’ natural tendency to remain with what they know.

    A loyalty programme is better described as building a relationship with your subscribers. It does not mean that you should offer them bargain prices all the time, although an occasional reduction can work well. We want them to feel they are special.

    Start at the basics. Don’t tell them they are subscribers to an email marketing list but are members of a club, perhaps even use the word community. If they phone/email with a query they should be told something like, ‘As you are a member of our concessions club, I’ll let our customer services manager know of your problem.’ When the reply comes the CSM’s name should be attached.

    Similarly you could just tell your high-return customers that they are part of premium group which gives them access to all sorts of special benefits. A direct line, or specific email address that is replied to within four hours will work wonders.

    There’s no doubt most people respond to stroking. You are telling them they are valued. You are also hinting that if they want similar treatment from one of your competitors then it will be some time before they can get to the same level.

    Building a dialogue with subscribers is an excellent way of keeping them on your email marketing lists. Identify them when they post on social media and ensure you reply in quick time. Keep the conversation going. Show them you are interested in their thoughts and needs.

    If you show subscribers you regard them as special, they will feel in some way obliged to you.

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  • Make loyalty work for your email marketing company Nov 29, 2018

    Why should those on your email marketing lists ignore the unsubscribe button? There are lots of other companies out there only too willing to offer them an advantage to change their allegiance. You can’t always get the balance between cost and quality just right.

    Most of the research on the subject supports loyalty as being a very strong influence on most people’s decision-making. Familiarity might breed contempt but it also stops people wandering away for supposedly greener grass. You need to build on your subscribers’ natural tendency to remain with what they know.

    A loyalty programme is better described as building a relationship with your subscribers. It does not mean that you should offer them bargain prices all the time, although an occasional reduction can work well. We want them to feel they are special.

    Start at the basics. Don’t tell them they are subscribers to an email marketing list but are members of a club, perhaps even use the word community. If they phone/email with a query they should be told something like, ‘As you are a member of our concessions club, I’ll let our customer services manager know of your problem.’ When the reply comes the CSM’s name should be attached.

    Similarly you could just tell your high-return customers that they are part of premium group which gives them access to all sorts of special benefits. A direct line, or specific email address that is replied to within four hours will work wonders.

    There’s no doubt most people respond to stroking. You are telling them they are valued. You are also hinting that if they want similar treatment from one of your competitors then it will be some time before they can get to the same level.

    Building a dialogue with subscribers is an excellent way of keeping them on your email marketing lists. Identify them when they post on social media and ensure you reply in quick time. Keep the conversation going. Show them you are interested in their thoughts and needs.

    If you show subscribers you regard them as special, they will feel in some way obliged to you.

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  • How to protect your email marketing lists from cyber attack Nov 22, 2018

    A fundamental requirement of email marketing is to ensure our security systems are up to date. However, we react to threats so are always one step behind the hackers. What we view as cutting edge is a solution to yesterday’s problem.

    You are not doubt reassured that your security systems, which deny access by way of passwords, are as current as you can make them. After all, it is a fact that whilst hackers tend to go for the most valuable targets, they prefer those that are most vulnerable.

    It is not only your email marketing lists that are in danger, although that threat is serious enough. If you suffer a breach of personal data your company’s reputation will take a serious hit. However, on top of that, the Information Commissioner’s Office (ICO) might well make things worse by prosecuting you.

    There are two main legal requirements with regards keeping up to date with threats in the digital age. Firstly, your systems must be of reasonable effectiveness given the likely threats. That means it is up to you to establish the threat level and respond to it. The General Data Protection Regulations allow costs to be a consideration but this is not a ‘get out of jail free’ card. The tricky business of balancing risk against cost is one that is left to you to work out.

    The other aspect of this is that you must be able to show that you took all justifiable steps to secure your data. Everyone who handles your email marketing lists, for instance, must be trained and aware of the threats. Whilst the actions of a member of staff might have been accidental, they should have been aware of the dangers of whatever action caused the problem.

    The question the ICO might ask is whether what you did was reasonable. Ensure that your decisions were made on information rather than guesses. The last thing you want when clearing up the mess left by a data breach is to have to worry about what you are going to say to the ICO.

    The ICO has recently published an updated guide to assist you. See: https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/principles/

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  • Planning your next email marketing campaign Nov 16, 2018

    There is no single method of planning an email marketing campaign that will suit everyone. We all want to make money but that’s a bit too vague to be useful. A plan has to be bespoke, specific to you and the product.

    A simple generic method that works for us all is to start at the basics. There are just four questions, the answers to which will define the evolution of your campaign. They appear simple, but are complex in detail.

    The questions, not necessarily in order:

    1/ What do you want your subscribers to do,
    2/ What is in it for them,
    3/ How will you segment your email marketing list, and
    4/ How will you know if you’ve got it right?

    What could be easier? Fully answer each question and you will have the perfect campaign for you.

    What do your want your subscribers to do?

    There are any number of reasons for organising an email marketing campaign. You might have something to sell, perhaps a new line of products, maybe you are after clearing your shelves of a product that had a lower take-up rate than you expected or you are after leads.

    Whilst the fundamental purpose of a campaign is to have a subscriber click through to your landing page, you need different methods for different products. A marketing email selling a holiday in the Algarve will differ from one where the purpose is to obtain subscribers to your email marketing lists.

    What’s in it for them?

    You are asking your subscribers to part with money, time or personal information. There must be a good reason for them to do so and it should be demonstrated early on, preferably starting from the Subject Line. The marketing email must convince them that their generosity is worthwhile.

    If you are asking for their money, then prove value. If you want them to subscribe, then show that you are trustworthy. Work out what the triggers will be and work them into the copy, ensuring images support the message.

    Who are you going to send the email to

    In certain email marketing campaigns you will have the subscribers identified already, such as engaging with those who’ve gone off the boil. At other times, however, you will base your selection on the nature of the offer. In the latter case, list the characteristics that will make a subscriber respond to the triggers. Use this information to guide your segmentation of the lists.

    Measuring the campaign’s success

    Many people go on the click-through rate as the ultimate metric, but you need to look further. How many leads did you gain? What was the overall value of each lead? If few of them resulted in new subscribers to your email marketing list, then what price high click-through rates? Without specific and measurable targets you cannot know whether your email performed as you hoped.

    Each email marketing campaign is an opportunity. Design it around your targets. Whilst you can, and should, congratulate yourself on improving conversions, if you wanted it forwarded, but no one bothered, then you need to improve.

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  • Whatever you want, email marketing can do it for you Nov 15, 2018

    What is your next email marketing campaign going to do for you? Will it just be selling a product that you need to move? If so, then you are missing one of the strengths of email marketing.

    Whilst many will say that each email marketing campaign should focus on one aspect and one aspect alone, there is room to have other objectives. Care needs to be exercised to ensure the tagged-on function remains secondary at all times. Let’s look at your options.

    1/ Loyalty

    Who hasn’t received an email with a Subject Line something like, ‘A reward to a loyal customer’. This tells the receiver that their purchasing history has been recognised and that they are not merely a collection of metrics. Despite the offer being a trigger from the metrics, it will enhance the relationship.

    2/ Leads

    It’s a magic word. Who knows where a lead will lead? If you encourage your subscribers to forward your email to others, perhaps for a consideration, then everyone benefits.

    3/ Building relationships

    Similar to Loyalty above in some ways, the data that’s returned from a campaign will enable you to make your next one more targeted. You can discover specific likes and dislikes by way of a click-through allied to the main offer. Do they click through to the ‘technical details’ page or did the brief overview satisfy them? By segmenting your email marketing list next time you can ensure their wishes are recognised.

    4/ Feedback on a new product

    It could also be a service or even a new company. You can try out the response to an initiative via a segmented email marketing list, or lists probably, and extrapolate from there. Want to know if the changes to the product will be well received? Then ask your subscribers. They know best.

    5/ Subject Lines

    Find out what works best by keeping the email identical and just changing the Subject Line, or other specifics, for some. It’s easy to do, the information is returned quickly and your next campaign will be better.

    Exploit the strengths of email marketing and test, but remember to ensure the main offer retains primacy.

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  • Avoid the dangers of green claims in email marketing Nov 15, 2018

    Accept that email marketing pollutes. Whilst you might recycle everything you can, you can’t recycle everything. That is the best any us can do. If you do your best, then tell your customers.

    There was a spate of companies suggesting they were green a few years ago but most, 95% according to some reports, were false. This leads us to the first requirement in any green campaign:

    1/ Be honest in your claims

    If you cut down on packaging, then be specific, along the lines of ‘We reduced our packaging by 38%’. If you are looking for further steps you could take, then say so, but you must follow through as well.

    Customers have been lied to for years and distrust claims, so:

    2/ Be transparent

    Have click-throughs in your email marketing campaigns and online to details and reports. Be clear on what you are doing and if you miss your targets, say so.

    Greening costs and you will want to, at the very least, get your investment back so:

    3/ Shout about what you are doing

    Intelligent packaging, such as reusable envelopes, are a simple but positive move. Stamp your logo clearly on it so the next receiver is aware of what you are doing. They are potential subscribers to your email marketing lists.

    It doesn’t do to broadcast how green your company is yet have no recycling bins where you receive potential customers, which requires you to:

    4/ Have someone in your office with green responsibilities

    Most importantly, you should treat their recommendations responsibly.

    If you are serious in your green desires, then:

    5/ Beware of third parties

    There are gains in going green but many cost. If you join with another company in your campaign, there is always the danger that they are there for what they can get out of it – nothing wrong there – but aren’t believers. If they have feet of plastic, it could hurt you.

    There is profit in email marketing going green. If you make your claims accurate, avoid meaningless buzzwords and limit your impact on the environment, you will help yourself and everyone else.

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  • Green is good for email marketing Nov 9, 2018

    One of the most vibrant movements over recent years has been the push for ethical consumption. Out have gone beards and kaftans to be replaced by statistics and horrific images. We will ignore the moral aspects and concentrate on the practical side of going green in email marketing, the vital aspect being that it is no longer so easy to bluff your way through with buzzwords and vague promises.

    On-line marketing has been replete with faux green claims and the term greenwashing nicely describes the gap between what was promised and what has been delivered. That these companies were outed to those who cared generated little sympathy.

    We cannot claim that email marketing is non-impactive. The TV media has been praising itself for some time over the dangers of packaging, highlighting the pollution of oceans to the constant background pressure of other abuses of the environment. There is benefit to be gained if you can show that your company’s concern has turned into action.

    One problem that has to be addressed is that the public is now better educated. You will struggle to get any benefits from putting a ‘recyclable’ tag on a plastic pumpkin at Halloween.

    The prime requirement is that you should be honest. You may well have recruited a number of subscribers to your email marketing lists by claiming that you have become green. If Twitter then discovers that whilst you might have improved a little, you are still one amongst the worst, then be prepared to take a knock.

    The trick is to be precise in what say. If you have cut back on packaging then stick it on the packages and mention it on your email marketing campaigns. I’ve recently received a parcel with instructions on how to open it in a manner that will enable the package to be reused.

    This method has an added bonus as, if I do not have to return the item, I can use the packaging for anything I send, whilst at the same time advertising the company via the name printed large on it. On top of that, the green reasons are prominent as well.

    There would have been some increase in costs due to the rather clever design of the package, but the green aspects are unimpeachable. Potential customers might see it.

    You are probably mostly digital in your accounts. There will be some subscribers to your email marketing lists who bemoan the loss of dials on telephones. You can put a deal of pressure on them by requesting that they pay on line by mentioning how green it is.

    Do you have vans or cars? Going hybrid has currently a certain financial benefit. You might have graphics on them saying who you are. Tell them what you are doing for the environment as well. Again, think of all those passing potential subscribers to your email marketing lists.

    Green in good for any number of reasons. It can cost, but this should be balanced against the substantial advertising benefits that are up for grabs, at least by the scrupulously honest.

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  • How to gather information on subscribers Nov 2, 2018

    Just think what you could do if the amount of information you have on your friends is replicated in the data you have on the subscribers to your email marketing list. Those who are close to you might have told you their likes, but you gained most of the information watching them.

    The details we have on our subscribers can be classified under two general headings; first person data and third person data. The latter can be called, and more correctly, behavioural information. We monitor what the person does and draw modifiable conclusions from it.

    The norm is that we will gain behavioural information passively. Each email marketing campaign returns information on a subscriber that refines the data we already have. However, there are ways of speeding up the process.

    If you are struggling to decide on what to buy a friend for their birthday, you could ask them directly what they want. Email marketing procedures can mirror this with online forms. They will probably have completed a basic one when they signed up – basic first person data – but we want to go deeper.

    Ask subscribers their preferences. Unless absolutely necessary, do not ask open questions. Tick boxes are the most efficient option, and the one most likely to get a response. This still leaves the decision-making up to them and, remarkably, many get the answers wrong.

    To discover if a friend is interested in a particular subject you could bring up the matter casually and then see if they take the bait. If they change the subject you have a clue. If they enthusiastically discuss it, you’ve got an idea for that birthday present.

    It is the same for email marketing. Have click-throughs on a website, e-newsletter or marketing email. The classic one is Specifications. This will show that they are interested in the product and want to see if it will fit/goes fast enough/comes in the right colour.

    If you want to know if a person favours price over quality then direct an email marketing campaign with two items: one pricier, the other of premium quality. When they click on one, your have some idea of their preferences.

    In an email marketing campaign for holidays you could have a landing page that promises to give inside information on a general destination. On the page have click-throughs on images to further information. Have pictures of beaches, trips, museums, adventure attractions and views. When they click, they’ll give firm pointers of what they are after.

    Beware the virtual tyre-kicker. Keen cyclists know a great deal about high-end derailleurs, but few are willing to pay a fortune for a few ounces of weight-savings. Don’t feed the ‘if only’ desire in all of us.

    Much of what you know of your friends you picked up from their actions. It is almost subliminal. The way for you to discover what interests subscribers to your email marketing list is to give them opportunities to tell you. A simple click-through is a free choice of theirs so gives the accuracy we need in order to target.

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  • Generating email marketing metrics for segmentation Nov 2, 2018

    We all could do with more metrics for segmentation in email marketing campaigns. You might well feel frustrated at the rate at which the information comes to you. However, there are ways to encourage subscribers to give you more information.

    There are, I am informed, two types of people who buy software: those who consider what it does and those who wonder how it does it; these are normal people and nerds. I fall into the latter category.

    A software company offered a chance to use and assess their beta version, i.e. one where all the bugs had not been eradicated, of a new bit of software intended to replace one I already had. I jumped at the chance to play with it.

    This single click provided the company with a dependable and accurate metric for me. From that date the tone of emails changed. I was treated as an adult. Most other ways of discovering what content I would respond to would have taken a number of split tests.

    Their marketing emails now concentrate on the excitement of the developments and ‘New’ appears in the Subject Line with greater frequency. There’s no doubt I’m on some kind of specific segmented email marketing list for nerds.

    If you include a click-through to provide further information subscribers will let you know if they are, or are not, interested in a specific subject. Furthermore, if they spent some time on the technical specs it will tell you that for your next email marketing campaign, it might be beneficial to concentrate on the specifications in your copy and your language can be more technical, with little need to explain finer details.

    Few pundits predicted that green matters would assume the importance they currently enjoy. Future articles will cover the impact this has and how you can reassure customers. To discover which of your subscribers might be willing to pay a premium for products with lower environmental impact, ask them if they want recyclable packaging.

    Remember that every little bit of targeting helps. You can gain useful data on your subscribers by setting up situations where their actions will provide you with dependable information about them.

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  • Segmenting email marketing lists: the basics Nov 1, 2018

    It is the one thing that unites us all; all of us who are successful that is. If you don’t segment your email marketing lists you are condemning yourself to lower returns on your investment.

    One of the most frequently asked questions is how to go about it and, like much in email marketing, the answer is; it depends. The two major limitations are obvious. You cannot separate subscribers using metrics which you have no access to or that you can’t depend on.

    This leads us to the first basic requirement of segmenting email marketing lists:

    1/ Gain as much dependable information on your subscribers as you can

    The success of an email marketing campaign depends on how accurately targeted it is. The number and accuracy of your metrics have a direct relationship with how precise your targeting.

    The second point is just as essential. If you have a range of items that appeal to various age groups then you need to know the ages of your subscribers. This leads us to the second requirement:

    2/ The metrics must be relevant to the subject of your marketing email

    To state the obvious; if you sell shoes, you need to know the size of your subscribers’ feet. More subtly, a person’s education might define the vocabulary and familiarity of copy they respond to.

    The third point means you have to check and modify your metrics all the time.

    3/ Refine your information

    If you sell clothes for children then the person who bought babygrows a year ago will not still be wanting them. Then again, the person who was middle management might now be in charge of their department. It is easy enough to ensure that you can move subscribers from one segmented email marketing list to another as time goes by.

    The last metric is obvious but often missed

    4/ Find what they like

    Follow your subscribers when they browse your website. If they look at a particular page, the odds are that there’s something there they like. Better still, it might be something they are looking for. The same goes for the marketing email. If they click through to specifications they are not afraid of details.

    We’ll cover how to refine your metrics in further blogs.

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  • Segment your email marketing lists differently Oct 25, 2018

    It is all too easy to use the same old metrics when segmenting your email marketing lists. After all, the way you slice them has worked in the past, and you are testing them all the time. They obviously work but the question to ask yourself is whether they could be better.

    Many of the old dependable metrics have inherent weaknesses. Age, for instance, is a demographic that has changed somewhat over the years. Whilst I don’t necessarily agree with the research that concluded the ‘new middle age’ starts at 60 years, there is some evidence to suggest that the old demarcations are no longer dependable.

    If age is not a valid metric for the product, then the returns from your next email marketing campaign will not be optimum. The same applies to gender as the old certainties are no longer relevant. Everything changes, and incredibly quickly.

    This means we have to find other metrics that might be of use. Might is the operative word here as you and I will not know until they are tested. For instance, blogs should be much more than just SEO generators. Are there blog titles that attract readers who have nothing else in common? This group might appear disparate, but there’s something that binds them.

    The title will have something to do with your products; you should play fair with your readers. When you are planning an email marketing campaign that has some connection to the title subject, see if this group reacts better than the norm.

    You monitor the visitors to your website and marketing email click-throughs to discover what seems popular. However, going deeper into the stats can help. Are there those who go directly to one specific page? If so then they are missing out on your other products. The temptation in your next email marketing campaign is to concentrate on their particular favourites, but why not present some of your other offerings to them?

    I was bemused with the success experienced when a company split their email marketing lists according to their ESP. Those using a large provider such as BT, Sky and Virgin, were split from those with gmail and similar. The company pushed premium items to the former, and cheaper ones to the latter.

    The benefits were minor but significant. Although these results might be product specific and of little use to you, it shows that taking a chance – it’s hardly a risk – can pay off.

    The way to segment your email marketing lists is to base them on metrics you have and can depend on. You will increase your metrics as time goes on, and, just as importantly, refine them. In the meantime, work with what you’ve got. Don’t look for ways online. They will not be specific to your lists. Check your data, see what other information you have that you are not using and base your segmentation on that.

    It’s a truth of email marketing; you can always do better with the information you already have. Give an unlikely idea a go. What have you got to lose?

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