Rebecca Wey

Today's marketer must stay up to date with current trends to keep their readers reading, and these days our readers have less attention span than they used to. Current research shows that adults now have an average attention span of just 8 seconds.

We say that we constantly multi-task, but in reality only 2 % of people are capable of genuine multi-tasking, the rest of us are not giving our full attention to all of the tasks at hand, this means when we are checking emails, we are merely scanning them.

Many people are now checking their emails whilst on the move, next time you are on the train just look around and you will see most travellers on mobile devices, whilst they are not all checking emails, most people will check them. Many people will also check for recent communications whilst grabbing breakfast, or other quick tasks. That being said, do not despair, we are still addicted to our email, and for many people checking their inbox is the first thing that they do in the morning.

For many readers checking our inbox on a daily basis is routine, but it can also be mundane, as so many emails that we receive are very similar. Many people will simply delete them without reading the same thing over and over again.

Your email needs to stand out from the crowd, today we are going to give you three ways to surprise your readers, and make sure they keep reading.

We all know that a picture is worth a thousand words, but how do this apply to email marketing? Any effective email marketing campaign will include a few images, but how many is too many? Today I am going to give you some tips to make sure your images are working for you.

Firstly, the header of your email should be your logo, it should be of good quality, and should be the first thing that a reader sees when they open your email. I would always recommend a small text above the header, explaining the content of the campaign. Email clients which use a preview will always show this piece of text first. The logo should link back directly to your home page. These days, most readers will click on images rather than text, especially with the majority of your readers now probably using mobile devices to check their emails.

We all took a hit on our subscriber lists earlier this year, building them back up is absolutely key to long term success.

I wrote an article a couple of weeks ago which showed that the customers we lost during the GDPR changes were not necessarily a big loss, with the vast majority being outdated contacts who no longer wanted to hear from your brand. We need to grow our lists with subscribers who want to hear from us and who are likely to interact with our campaigns.

A recent study by Yes Marketing shows that only 37% of consumers think that the personalisation in the emails they receive is adequate. Your emails need to be in that 37%, balance timing, location and customer behaviours to get ahead.

The sheer volume of emails that we all receive in our inboxes on a daily basis should show you just how important your personalisation is, your competitors may already be making this happen. Today, I am going to give you 4 tips to make sure you are staying on top.

We all know that in order to maintain good sales figures, we need to be a cut above the competition, your communication with your clients can keep you there. Good email marketing campaigns can build customer loyalty and brand awareness, thus increasing your sales.

These days, thanks to the advances made to smartphones, more and more people are reading their emails on these devices, which means we can reach them wherever they are, at a low cost, making it one of the most effective tools a company has in their arsenal.

Marketers have noticed that the new laws surrounding GDPR (general data protection regulations) have actually had a positive effect on campaigns, open and click through rates have both improved.

If we asked most consumers what changes they have seen themselves after the new rules came into force, they will more than likely say that they are receiving less emails, in many cases they will say less spam. This is generally because they didn't click on the links in the flurry of emails they received which asked them to confirm they wanted to continue to receive emails from those companies, meaning that they were removed from the databases of them.

Spam filters are becoming more and more intelligent, and we must keep up to date with what they are monitoring and what they consider as possible spam.

Today I am going to look at some of the most common spam traps that many of us are following in to and suggesting how to avoid them.

Email marketing is one of the most efficient ways to stay in touch with your clients. It is measurable, flexible and economical. Campaigns can also be personalised and segmented to allow people to receive the information they both want and need.
Today, I have some tips for you to get the absolute best out of your campaigns.

In general, email marketing campaigns are more effective than those performed on social media. In order to generate the best conversion possible from your campaigns, today we will discuss four tips specially designed for hotel email marketing.

We are basing our tips on a study carried out by Revinate, a software company who specialise in data analysis specifically aimed at hotels. The survey included 77 million emails from customers across North America, Asia Pacific and EMEA (Europe, Middle East and Africa).

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