With all the recent love we’ve been giving Business to Business (B2B), we thought we’d switch on over to Business to Consumer (B2C) email. Unlike their B2B counterparts, B2C purchases can be near on instant, they usually involve one person, are low risk and lower cost. Someone could buy a 65p packet of gum, or […]
While B2B & B2C email programs share many similarities (sending newsletters, product information, offers) it’s important to remember that they are very different from one another. B2B buying processes are often more complex than their B2C counterparts, involving several people and larger investments. For example, where a B2C customer would buy a £15 t-shirt from […]
Dear John, did you know that personalised emails maximise engagement? In this blog post we are going to touch upon how adding personalisation to an email can go a long way to improving your customer relationship, and in turn, your engagement levels. At its most simplistic level a good example of personalisation would be addressing a […]
In the moments before sending an email to a large list I’m often struck by ‘the fear’. For me ‘the fear’ is the ‘fight or flight’ response email marketers experience just before sending an email to thousands or millions of people. You may be familiar with it! It’s triggered by the thought of getting one of […]
There are some email mistakes I see time and time again that can really hinder performance. The senders of these emails can’t be blamed too much though. After all, if no one tells them there’s something wrong with their email, how are they to know? If you’re new to email marketing, or consider yourself to be […]
Email marketing is a minefield for many marketers. Many factors need to be considered from data and design to content and call-to-action. It’s all important stuff and will impact the success of your campaigns but don’t forget to go back to basics and remember the essentials – the email marketing RRP. No, we are not talking Recommended […]
In addition to using live text, image-slicing & hidden background artwork you can also use alternative text, or Alt text, to give your blocked images a bit more context. Alt text is displayed while images are blocked, and usually contains a bit of descriptive text in place of the blocked image. Below you can see a Campaignmaster […]
There are a dizzying array of email clients out there, and each has its very own rules as to how it displays email. These can result in small or large inconsistencies in your email, depending on which email client it’s being viewed in. This means it’s crucial to test your email before sending to ensure […]
If I’m scanning through my inbox and come across a well-designed ‘images-off’ email, I get a little bit giddy with excitement. As I’m sure you’re aware, many email clients block images by default. While some are starting to break the trend and download images automatically (Hello Apple Mail & Gmail), a sizeable chunk still persist […]
Once an email hits the inbox, sender name and subject line become everything. You could have the most well designed and expertly coded email anyone has ever seen, but if your subject line isn’t up to scratch, it will never see the light of day. With only 17-29% of emails being opened on average (making […]