Rebecca Wey

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.

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.

An easy click email is a tool which marketers can use to increase conversions by simplifying the user experience. 

Most of us will have received one of these little gems, I myself received one recently after a trip away, a simple 1 click email from, was I happy or not with my experience.  It boiled down to a very simple happy face or sad face.

One of the main benefits of the easy click email is that we can respond on a mobile device, which we all know has become the preferred device for checking emails.  A second benefit of the two answer question makes it very easy for us to segment the data.

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.

During the holidays most people receive a huge amount of Christmas based emails, and somehow you have to stand out in the crowd, however there are a few tips which should help you get ahead.

All email campaigns should focus on some extent to clients past behaviour and/or purchases, but the festive season offers the perfect opportunity to give special incentives and rewards to the "best behaved" readers.

When sending seasonal campaigns, it is also important to watch engagement rates and also to make the unsubscribe button more visible than usual.

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.

Monday, 24 October 2016 00:00

How much personalisation is too much?

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.

About half of European check their work email at least once a day, even when they are on holiday, reports

New research from, a travel agent, has found that many European professionals can not bear to be away from work for a long time, even when they are on holiday abroad. As a result, many will connect to emails from work to keep up with the changes, even if it means incurring roaming charges.

A new survey carried out by the CMO Council has revealed that many B2B marketers are not going about things the right way.

Despite an average cost of about a quarter of its budget being dedicated to content marketing, most are still focusing on sales and not on content.

Friday, 03 April 2015 00:00

The key to email marketing

The content of email marketing must create three emotions from the reader confidence, joy and anticipation, an expert has said.

Writing for, a teacher in the field of email marketing, Christine Brady explained that to succeed, email campaigns should make a real emotional connection with the reader. This can not be any emotion, however, as it has to make the reader feel happy, but also give them the desire to return for more.

To do this successfully, Brady says we need to make sure our emails leave the reader with a sense of confidence, joy and anticipation.

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