Forms as a part of email usability

Usability is an often used term in email marketing. The ease of use of emailing not only contains composition and lay-out of your email message, it is also about  handling your opt-ins, profile updates and opt-outs easily.
Clear forms increase the feeling that their actions are not ignored, even better, they will feel appreciated. By offering [...]

Sign off in (corporate) style

Some company policies imply that every employee uses the same email signature. And very rightly so! The email signature is a cheap and easy way to help you personalise and promote your corporate identity.
But a well-crafted email signature has got some other significant advantages. A good email signature contains the sender’s contact information. That way [...]

Enrich your data by efficient targeting and segmentation

Can someone who is reading this give me the ideal way of segmentation in email marketing? Anyone? Now we can start an endless conversation about best practices, but essentially it always comes back to the relevance of your message in the dialogues with your target groups.
Some marketers don’t use segmentation. “Everyone likes to listen to everything” [...]

Get the tone right

The tone you adopt in your emails will be determined by the profile of your target audience. If they are 18-25 years olds and you’re selling music downloads, you won’t want to start your email with ‘Dear Jenny’. Similarly, if you’re selling holidays to the over-50s, you might not want to be too informal.
“You” is [...]

LifeTime Value

Another topic on this blog explains the importance of building strong, durable relationships with (potential) customers. It is important, but what’s really important for marketers like you and me, is the meaning lying behind. Essentially it is about increasing the value of the customers and convert them to prospects, or even better, customers. Roughly said [...]

Getting personal

The ancient email marketing history tells us that in the beginning email was used to send mass messages to large databases and numerous contacts. Then, the pros were the speed of communication and the cost-effectiveness. Luckily, email became a complex but very developed medium with a huge amount of opportunities to reach all kinds of [...]