Where email testing goes wrong, and how to switch to objective-led testing for long-term gain
Testing is an essential aspect of email marketing because it can deliver meaningful results you can use to operate a more effective email programme.
Kath Pay
An email personalisation planning template (with brand examples)
There’s a sentence in Econsultancy’s Email Marketing Industry Census 2017 that leapt out at me.
It reads, “True personalisation at scale remains elusive for many businesses, though more companies are starting to reap the benefits.”
In this article I’ll look at where marketers are going wrong and give a simple planning template for email personalisation.
How to use persuasion throughout the ecommerce customer journey
When creating and optimising our ecommerce customer journey, not only do we need to ensure that we make this as frictionless as possible, but also that we make it as persuasive as possible.
More than just a name: why is the name of your email programme so important?
It sounds obvious but so many of us forget to focus on the objective whatever we are working on, an email campaign, a newsletter series or a solus email.
If you state your intent from the off, your path and destination (usually to conversion) are set.
It often helps me to think of my objective as being two sides of the same coin. My aim is to sell to interested customers and those same customers are also looking to make a purchase of the product I am selling.
How to use the ‘Rule of Three’ to increase email ROI
How Goldilocks, Aristotle and The Three Stooges can increase your email results…
The rule of three is one of the oldest in the book. Aristotle wrote about about the three unities in his book Rhetoric: dramatic unity of time, place and action.
Simply put, people tend to easily remember three things, thus making your messages sticky and engaging.