Resources

One of the most challenging aspects of developing an email programme that delivers results is having valuable content for every message you send. Developing content that delivers value to your subscribers will ensure the long term success of your email marketing activity. Here are some tips for developing your content:

When you run an email test, do you test for the right reasons and in a way that will deliver real results? At Alchemy Worx, we’d be the first to agree that testing can be an extremely valuable investment of time – we certainly see it as an essential element of any long-term email marketing strategy. But the most valuable tests require a significant amount of resource across all elements – from planning, design and HTML production, to deployment and analysis of the results.

When it comes to email, the long tail is very long and very powerful indeed. Typically, 25% of the sales generated by a single email campaign happen more than 3 weeks after it was sent out, according to our research. The half-life of your open and click response can be measured in hours – typically 24-48 hours – but when it comes to sales the half-life of an email campaign isn’t measured in hours but in days – typically a week or more.

How often should you be emailing your subscribers? It's a question we get asked all the time. The quick answer is 'as much as they will let you' because we know that sending more email increases revenue. But it's not that simple. Indiscriminately ramping up your send frequency without any strategic thought is easy. Making your subscribers happy to receive more of your emails is hard. One works, the other doesn't. So this month we'd like to offer some competitor analysis of the effective use of increased frequency from well-known clothing brand, Boden.

Now that the dust has settled on the Christmas rush and marketers are looking forward to 2014, we thought it was time to take a look back at 2013 and recap some of the key themes that emerged in email marketing.

When people go back to their inbox to retrieve an email, it's usually a very good sign of an intention to engage. So we look at how to make it as easy as possible for people to search through and pull out past emails from you...

Welcome to another chapter ofآ Fear and Self-loathing in Email Marketing, Dela Quist'€™s iconoclastic take on the industry he'€™s devoted over 20 years of his career to. Read it now: Are your emails s***?

Many email marketers tell me that growing their list isn’t within their remit and as such they don’t pay any attention to it as they’re not rewarded on list growth but on opens and clicks or on sales and revenue. Regardless of whether you’re rewarded directly for list growth or not, it benefits you to grow your list and I’m going to show you why.

A fresh look at the art of organic list growth...

During a panel discussion I took part in recently, an audience member asked which companies did the panel think are doing a good job of multi-channel messaging. I thought it was an interesting question because unless you are armed with a knowledge of what data is being used and how it is used, it is a difficult question to answer without being subjective. It also begs the question, what does good multi-channel messaging look like?

As the current crises began to unfold, I was interested to note that while we started out by calling the disease Coronavirus the name COVID-19 began emerge as the favorite among email marketers for use in Subject Lines (SL). So, a couple of days ago I decided to dig into the Touchstone - which uses Machine Learning to predict Open Rates - to see if I could learn anything of value.

Join Dela Quist, Kath Pay, and Ryan Phelan in the most recent Uncorked and Uncut podcast.