Tag Archives: Econsultancy

handy tips to successful email marketing

  1. Create an eye-catching, attention grabbing ‘open me’ title. The title will be the first thing your reader see’s so keep it snappy and relevant.
  2. Ensure you have a lovely creative feel. Following on from your snappy headline your content needs to entice the reader down the page so you can get them to…
  3. A clear Call to Action. What do you want the user to do? Keep it clear and un-cluttered
  4. Hooray – No spam here! Honesty is the best policy, the email content and subject line must be accurate. Avoid using language that spam filters will pick up on. If you want more information on this I would recommend reading Econsultancy’s best practice guidelines. (It’s very comprehensive)
  5. Get your timing right. Think about when would be best for your intended recipient to receive the email. Hint – Monday morning first thing = bulk delete of emails
  6. Don’t send emails for the sake of it. Everyone’s gets annoyed when they’re bombarded so send relevant information over a considered length of time. Develop a contact strategy based on the trends of your consumers.
  7. Track it and optimise your campaigns! What’s the point in sending an email if you don’t know how many people opened it or clicked on your CTA? Implement some basic tracking and read the reports… this will help you optimise your campaign and improve your results.
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‘eee pet – t’interweb’ll never catch on’… uh huh yeah sure, where do I start!

When I first started my foray into the online world over 10 years ago, when I first started designing websites 7 years ago, even when I switched to the dark side and started to manage accounts 5 years ago I was fully prepared to battle proudly against all the negativity that surrounded online marketing. If I had £1 for every time I heard someone utter the words ‘It’ll never catch on’,  I’d have set up my own business and called it ‘I told you it would’,  3 years ago.

Honestly though, I was amazed when a client (a new one just to clarify) uttered those words just the other day, I really thought that even the most remote Neanderthals had realised that ‘t’interweb’ is here to stay. It would appear not however, so here’s some statistics for you, hot off the press from the latest Econsultancy Internet Statistics Compendium:

  1. 18.3m households in the UK (70%) had internet access in 2009, an increase of 11% from the previous year. (source: Office for National Statistics)
  2. At last count (May 2009) there are 36,820,000 unique UK internet users (source: comScore)
  3. The UK has the highest active online population in Europe, with the highest number of daily visitors (21.8m), the highest usage days per month (21 per user), and the highest average time spent per month per user (34.4 hours). (source: comScore)
  4. 63% of all UK households had a broadband connection in 2009, up from 58% in 2008. (source: Office for National Statistics) – just to clarify this point; yes that does mean that people aren’t just using the internet to ‘skive off work’.
  5. Out of those with access to mobile broadband, 75% use it at home, 18% use it at work and 27% use it whilst travelling. (source: IAB UK)
  6. The online population now reflects the demographic make-up of the UK as a whole, with a 52%/48% male/ female split. 21% are 25-34 years old and the over 50’s represent 30% of the total time spent online. (source: IAB UK)

I think that proves my point.

And if you are reading this and you’re still a sceptic, can I politely point out that you’re online at the moment…

<rant over>

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