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Search by tag 'Direct Mail'

Is your list getting smaller?

Tags: Data Management, Direct Mail

Depending on when you began to get involved in email marketing, you will be more or less familiar with the challenge of trying to keep readers of your emails interested whilst at the same time keeping the overall process efficient and timely. This article raises a number of different issues from content writing and subject lines through to click through rates, design and list building... but the area of focus today is data and the key issue of maintaining a decent and healthy list. Many of our clients have over the years faced the challenge of...

Direct Mailing

Tags: Automatic Audiences, Campaign Management, Data Management, Direct Mail

Direct Mailing you may say is nothing new

The Secret Of Good Lists

Tags: Campaign Management, Data Management, Direct Mail, Emails, List Management, Marketing, Tracking

We're often asked if we can provide lists for our clients and what sort of considerations to take into account when looking for lists to rent.   Mailing a bad list can lead you to assume (incorrectly) that cold lists don't work.  Remember: the list is THE most important factor in any email campaign - far more than the creative or the timing.  Get your list wrong and you can forget the rest. How To find a good List Brokers  A good reputable list broker is the best starting point. Look for a company with a long track record with...

Mastering Metrics

Tags: Campaign Management, Data Management, Deliverability of Solutions, Direct Mail, Email Newsletters, Emails, HTML Coding and Design, HTML Templates, List Management, Marketing, Online, Telemarketing, Tracking

The glory of online marketing is that with the right technology, everything can be measured.  It's true that, compared to conventional paper-based direct marketing, online marketing offers greater depth and variety of customer feedback, and it's all available so fast. In 48 hours, over 80% of your email response will be known. You'll be able to see when the email was opened, what was clicked on and what the customer went on to do.   We no longer live in an age where 50% of our advertising is wasted but we don't know which 50%. Marketing...

Love Your Customers: Email Best Practice

Tags: Direct Mail, Email Newsletters, Emails, Marketing, Online

What does the term 'best practice' mean in relation to email marketing?  Your customers are your key assets. Without them you have no sales. Yet you'd be surprised how badly we listen and respond to our customers when we don't see them face-to-face.  Here are a few ways to let your customers feel good about your company.  Ask Their Permission  Its important to check your audience wants to hear from you. It makes good commercial sense to focus on fewer contacts and get better response rates.  Check Preferences  While you're asking if...

Creating Compelling E-Mail Copy

Tags: Deliverability of Solutions, Direct Mail, Emails, Marketing, Unsubscribe

How do you make an email interesting and one of the few not to fall victim to the delete button? Say It Clearly  The subject line is the first thing people will read. It has to capture the imagination of the reader and entice them to explore further. With a nanosecond to play with, bold and brassy is the order of the day. Try not to be too clever, just get straight to the poin: why should this email should be opened? Don't Be Coy  There's no time for elegant introductions, well-developed arguments or philosophical debates: get to the point...

How To Get Your Email Opened?

Tags: Direct Mail, Emails, Marketing, Online

What is a 'normal' open rate? We're always being asked what is a "normal" open rate for email campaigns. It's a tough question to answer because so much depends on what the communication is and how expected and wanted the email is.  But as a rule of thumb, you can expect up to a 50% open rate for a top-notch opt-in email newsletter, though nearer 25% is more average.  And then again cold prospecting varies greatly depending on the quality of the list and the attractiveness of the offer.  Building a good email list Getting a good list is...

Shopping In The Office

Tags: Deliverability of Solutions, Direct Mail, Emails, Online

A favourite topic of debate in email marketing is where and when to email customers. Do you target them at home when they have more time to read your email, or at work?  Logically you'd assume that home or leisure-related topics - holidays, food shopping - would be better mailed to a home address.  What and where is the best way to target these customers? Where are your customers going to look at your email? Speed of Access  One of the biggest reasons why people may use the office for online shopping could be centred on the speed of access,...

Marketers Need More Focus On Results

Tags: Direct Mail, Emails, Marketing, Online

Why is marketing not held in higher regard and represented more widely on boards across the country? The reason for this apparent lack of credibility stems from a widespread failure to deliver concrete evidence of return on investment (ROI) on marketing spend. When the budgets get slashed in these belt-tightening times, marketing is bound to suffer as a consequence.  It's a fair conclusion to reach when still vast amounts of marketing spend is unmeasured in terms of effectiveness and ROI in companies that really should know better. The...

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