How to optimise the deliverability of a new email campaign

Sending a new email campaign, can be nerve-wracking, not least because there are increasing pressures on marketers to engage, convert, drive sales and achieve ROI (return on investment).

How will the data behave? How many bounces will be incurred? How many emails will end up in junk? There are these – and many more – obstacles to navigate, before the marketer can even reach the recipient.

After that there are further quandaries – will the subject line capture their attention? Will they open...

By Adam Oldfield, 26 October 2016, 1 comment. Categories: Email marketing.

Back to basics: Quick ways to grow your email subscriber list

(c)iStock/Rawpixel Ltd

One of the most important jobs of a marketing manager is to curate an email database - and this is not an easy task. How can you be sure it's up to date and that you are using it effectively?

Most importantly, how can you encourage more people to subscribe?

Unfortunately, a lone opt-in box on your website won't be enough. To significantly expand your email list, you'll need to incorporate and encourage sign-ups across all of your marketing, social strategies, and content.

By Steven Ledgerwood, 12 October 2016, 0 comments. Categories: Email marketing.

Email's not dead, it's just getting harder to do well

(c) Ammentorp Lund 

Earlier this year, researchers revealed the average person’s attention span is eight seconds. That’s one second less than the average attention span of a goldfish, and roughly how long it took to read this sentence. 

This change in attention span is arguably a result of consumers becoming digital multi-taskers, known to switch media platforms as many as 27...

By Mark Ash, 13 October 2016, 0 comments. Categories: Email marketing.

Want people to open your emails? Play on their FOMO, says Mailjet


Getting your customer or subscriber base to open emails is an eternal struggle for marketers. You can A/B test until the cows come home but sometimes, nothing seems to work, while other times you barely try and end up surpassing your own expectations. 

Email provider Mailjet delved into its 15,000 subscriber base to take a look at exactly what's working for them, and shared their findings with us. 

It's come up with a term to describe what makes people open more emails...

By Rachael Power, 06 September 2016, 0 comments. Categories: Email marketing.

Why you should start Christmas email marketing prep now

Others may be making the most of the last rays of summer, but for marketers the festive season is already in full swing.

Months of pre-planning go into the emails that hit inboxes come December - and with overall email volume increasing by 25% during the festive season, it’s clear that marketers have to work harder than ever to engage customers.

So what can brands do to break through this year’s explosion of Christmas inbox clutter?

Creative Christmas content

Today’s competition is fierce,...

By Jill Brittlebank, 05 September 2016, 0 comments. Categories: Best Practice, Email marketing.

European GDPR set to turn email marketing consent on its head

Even with Brexit looming, the likelihood is that the UK will apply the General Data Protection Regulations (GDPR) around May 2018, along with the rest of continental Europe.

These regulations will turn consent on its head and change how marketers and sales organisations collect, handle and generally process information. Put simply, a specific confirmation to opt-in is going to be required as the norm, not a reliance on people to opt-out.

And if

By Claire Walker, 01 August 2016, 1 comment. Categories: Email marketing.

Why cross-channel is the future of email marketing


Customers are engaging with your brand across an increasing number of touchpoints – websites, social media, in-store, mobile and tablets; but regardless of how they engage, they expect a customised, personalised, and consistent experience.

The modern marketer must be able to drive contextually relevant customer experiences to understand a customer’s behaviour across channels and action these immediately. It’s no longer good enough to simply send a one-off message...

By Kym Reynolds, 25 July 2016, 1 comment. Categories: Email marketing.

Do you have any of these email marketing bad habits?


Email marketing is undoubtedly one of the most effective strategies in terms of ROI, with some businesses attributing more than a fifth of their overall sales to email marketing.

But it’s not always as simple as getting your message from A to B, and in light of recent email disasters, it’s important to be mindful of what not to do as well as best practices.

Read on to find six common behaviours that marketers would be wise to steer clear of:

Emailing someone who didn’t ask...

By Nate Skinner, 12 July 2016, 0 comments. Categories: Email marketing.

Address email fraud before it damages brand reputation, Return Path warns

New research from Return Path looks at the impact for brands and marketers when email fraud isn’t addressed properly.

Phishing: The cost of doing nothing for marketers looks at how phishing and spoofing attacks affect consumer trust, email campaign performance and marketing ROI.

The research shows that engagement takes a hit when email accounts are breached, with average read rates dropping by up to 18 percentage...

By Rachael Power, 29 June 2016, 0 comments. Categories: Email marketing.

Donald Trump enjoys higher email open rate than Sanders or Clinton, new tool shows


While it’s too early to tell who’s going to win the November elections - despite polls showing both Donald Trump and Hillary Clinton both being viewed as unfavourably as one another - the US presidential candidates’ email stats tell an interesting tale.

Email data solution provider Return Path has published a new interactive

By Rachael Power, 23 May 2016, 0 comments. Categories: Email marketing, Social Media Marketing.

What Bernie Sanders' presidential campaign can teach us about email marketing

(c) Slabbers

Bernie Sanders’ election campaign team is pulling off a rather original email on-boarding strategy. The way his team used email at the start of his ongoing presidential candidate race proved to be unsuccessful, when asking volunteers to make phone calls to gather support for Bernie. We’ll call this a ‘big request’ for the sake of this article

But when Bernie's team of volunteers were asked instead for a 'small request', which was to gather at a local...

By William Astout, 17 May 2016, 0 comments. Categories: Case Studies, Email marketing.

SEO comes second to email marketing for ROI


Email marketing continues to top the charts for return on investment (ROI) – ahead of SEO – according to a new report that examines how email marketing has changed over the last 10 years.

The tenth Email Marketing Industry Census report, produced in association with Adestra, surveyed more than 1,100 marketers in February and March of this year and showed that almost three-quarters (73%) of those surveyed said that email marketing offered excellent to good ROI. This is up from...

By Liz Morrell, 09 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Email marketing.

Email marketing will survive - but only if you adapt with it


For anyone working in eCommerce, a recent report by Return Path may have made some uncomfortable reading. The company released a new benchmark for email marketing, which found that emails from business marketing companies had the lowest read rate of any sector surveyed (just 9%, compared to 47% for those from utilities).

In today’s multi-channel world, where...

By Barron Ernst, 09 May 2016, 0 comments. Categories: Email marketing.

If you think you know all there is about email personalisation – think again


On average, we are subjected to 5,000 marketing messages per day. It’s therefore no surprise that if you try to recall a promotional email that you received yesterday, you’ll struggle.

Research also estimates that a typical professional sends and receives 131 emails each day. Add to that the volume of social updates, SMS and IM conversations consumed during those waking hours and you’re faced with a vast amount of ‘noise’. Being heard is therefore paramount....

By Adam Oldfield, 07 April 2016, 0 comments. Categories: Customer Experience, Email marketing, Personalised Marketing.

How to give your email marketing campaigns a boost with personalisation


We’ve seen all the surveys, we’ve read all the whitepapers, and we’re all very aware that simply adding a bit of analytics and personalisation to our email marketing campaigns can improve their effectiveness by as much as 100%. But how do we go about doing it in real-time, without making wholesale changes to our marketing systems? Here are some easy steps to take that can deliver a huge leap in email marketing performance and doesn’t take a lot of investment.

Add real-time...

Marketers continue to miss out on email revenue opportunities


Nearly 40% of senior marketers are missing out on the revenue opportunities of transactional emails – despite the open rates for automated responsive emails being nearly 25% higher than normal marketing emails, with average open rates of 40% compared to 15% for standard marketing emails.

The research, from email provider Mailjet, showed that 38% of senior marketers aren’t generating revenue from automated emails whilst an additional 20% didn’t know if such emails were...

By Liz Morrell, 18 March 2016, 0 comments. Categories: Advertising Technology, Email marketing.

Bloody well right: Would you open an email with a swear word in the subject?


If a new report from email service platform Mailjet is to be believed, then more than a quarter of Brits will open an email that has a swear word in the subject line.

The study showed that 27% of emails with a swear word in would be opened by Brits. When compared to the average open rate of emails sent to the same distribution list with swear words included then the open rate increased by 28.6%.

Softer, old-fashioned swear words such as ‘Gordon Bennett’ and ‘numpty’...

By Liz Morrell, 19 February 2016, 0 comments. Categories: Email marketing.

Content marketing: How do you get value from it in email marketing?


I’m sure you have heard the term, but what is ‘content marketing’ and how should you deploy this in your email marketing programmes today?

Well, let’s start first with the definition – I think that the Content Marketing Institute has defined this well:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and...

By Stuart James, 01 December 2015, 0 comments. Categories: Content Marketing, Email marketing.

Mobile email opens increase but conversions fall in third quarter


Mobile email opens are at their highest point ever, and yet mobile email conversions are on the decline, according to a new report published this week.

The research shows that mobile email opens are now at their highest rate yet in the third quarter of 2015 despite a dip in the second quarter. Mobile email opens now account for 73% of email opens, compared to 69% last quarter and 71% in Q1.

The growth is being particularly driven by a growth in the rate of opens on smartphones – up...

By Liz Morrell, 27 November 2015, 0 comments. Categories: Email marketing, Mobile Marketing.

Email marketers making basic mistakes around call to actions, course data shows


Email marketers are failing to realise the potential of call to actions (CTA) within their email marketing programmes, according to a new report which highlights a number of misunderstandings and misconceptions.

The results, from email provider Mailjet, showed a failure to fully understand the impact of call to actions with 28% thinking that call to action buttons could not be A/B tested. The study also showed that 12% said that they believed the first thing that readers looked for was...

By Liz Morrell, 06 November 2015, 0 comments. Categories: Email marketing.