How to make the most out of Data Segmentation

Written by Friday, 17 November 2017 00:00

Segmenting your email lists is a vital part of email marketing these days, but making sure it is done right is just as important.

Splitting your email lists into various smaller groups means that you can send these groups targeted emails based on any information you have about your readers.  

Lets look at the ways we can split data and how this can benefit us.

Tools to improve your email marketing campaigns

Written by Thursday, 09 November 2017 00:00

We all know that the success of an email marketing campaign depends on your customers opening your message, but the open rates are not the only factor.

What do your readers do after they have opened it.  Is the CTA clear, is the content effective?

The majority of marketing platforms do provide you with data on open rates and clicks, but BrotherMailer offers so much more.

With Valentine’s Day just around the corner, it's the perfect time for email marketers to target any prospective customer’s.

With over half of today's customer celebrating the event, the average spend works out at around 100 pounds.  It's not easy to cash in on this time, but with my 5 tips below, you should make some headway.

What is FOMO and how can it help with your open rates?

Written by Wednesday, 08 February 2017 00:00

We all know how difficult it is to get readers to open our emails, we all split test, segment data, use dynamic content, but sometimes we just cant get the job done.

A recent survey looking at what makes their readers open emails has shown that fear of missing out or FOMO is a leading factor.  Whilst this is becoming a coming phrase amongst the younger generations, it is useful to email marketers.

Email marketing is constantly changing, so marketers plans must evolve with it to make sure they are still hitting those in-boxes and getting those clicks.  There are many issues which can occur to make a campaign fail, such as low open rate, low click rate, poor email design, bad planning etc.

Here are 7 ideas that really should be part of your marketing strategy in 2017.

Segmentation is a great way to maximise your open rates and eventually the profit margin.

The BrotherMailer segmentation tool is very simple to use, but are you getting the most out of it?  A recent survey by eMarketer shows that 40% of marketers who segmented their databases saw improved open rates, and 24% also saw better deliverability.

Despite obvious differences between your customer base, from frequent buyers to first time buyers, they are all looking for the same thing, Value.

The more value your campaigns give to your email list, the more activity you can expect, and more success with your emails.

How much personalisation is too much?

Written by Monday, 24 October 2016 00:00

Personalisation is key to a good email marketing campaign, but can a brand go to far?  How much information is too much?

Finding the right balance can be difficult, but it can be done.

Understanding your clients;

Data can be easily misinterpreted.  Just because someone has bought a particular product once, does not mean that they are interested in receiving similar products, it may have been a gift.  Campaign creators need to be flexible when interpreting past purchase data.

When we chat with our friends on Facebook or other social networks we often use emoticons to express what we are saying, but when it comes to professional missives, they just don't cut it.

Some experts do say that if you use a happy face there is no problem, but I cannot agree with this, they are completely unprofessional.  Emoticons are used for talking to friends, and although we want to build this kind of loyalty with our clients, and for them to feel that we are on their level, emoticons in email marketing seem presumptious, you are assuming that level of relationaship.

Cold calling, does it work or not?

Written by Friday, 16 January 2015 00:00

In the 21st century, we receive a lot of cold calls, sometimes more than one in one day, but do they work? For me, no.

I don't know what other people think, but I am sick of them. In one day last week I received more than 6 calls from a mobile phone company.  I said I'm not interested, then just a little later I have his colleague on the phone with the same questions. I will absolutely never switch to this company! But it must work sometimes, right? Because if it never worked, surely they would stop.

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