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Blog
Tip: Forget the latest buzzwords/trends etc for a minute…Are you getting the basics right?
Quick tip:
Don’t get completely distracted by the latest trends & exciting innovations in email, first ask – are we getting the basics right?
The importance of this came back to me last week at TFMA as one seminar speaker avoided the temptation to tap into the latest much talked about buzzwords etc, but rather challenged us to make sure the basics are being done well.
Are you getting the basics of email marketing right? Not sure, then maybe our email marketing audit health check would help?
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TFMA – Queue jumper, smelly feet, lost driver & great insights!
What stands out for me from TFMA 2010?
A lady who appeared to have no quarms about blatantly queue jumping…
Lady sitting next to me who took off her shoes, the consequence was not pleasant…
Stuck in the tunnel on the tube with the annoucement “the train in front has lost its driver!”…
and some useful insights on Email Marketing…
In no particular order:
- Make sure you are getting the basics right first
- Re-emphasis on importance of segmentation, some still employing the “one message suits all” approach
- Tools well worth using – dynamic content, automated & triggered emails, online surveys
- Transactional emails – great potential, not just order confirmation, but other service based emails as well
- Increasing prominence of mobile channel, although many questions still to be resolved
- Growing readership of emails & internet access on smartphones
- Email design – remember email client limitations on rendering, plus images off by default etc
- Importance of understanding customer lifecycle and utilising every touch point
- Email stood up well in recession, complimenting rather than being replaced by social media
- Many opportunities to combine email marketing and social media
- Need to for testing/optimisation of every aspect of email campaigns
- Analyse and use click stream data – behavioural email marketing very effective
* Receive automatic notification of new blog posts: by email / by RSS
* Receive automatic notification of new blog posts: by email / by RSS
