Many transactional messages are sent as text only – is this a missed opportunity, are they a necessary evil to ensure all legal concerns are covered and guarantee deliverability?

When collecting data, many email marketers find themselves torn between the desire to collect as many email addresses as possible – pursuing an acquisition strategy and the need to gather detailed information about each new subscriber – a segmentation strategy.

When new visitors or existing customers come to your website, you have a very limited time to convince them to part with their email address – and to give you permission to email them.

Everyone wants a reason to purchase or interact with your brand online, so give them a little incentive…

Whether you choose to send specific and triggered messages within your email activity, or use them in your regular communications, incentives are a powerful tool to convince people to open your emails, click through from them, and ultimately make a purchase.

Landing pages have fallen out of favour lately. But are they really worth the extra effort?

Don’t just write off apparently dead email addresses – see them as an opportunity to reinvigorate your email list… Looking at your list is like being the boy in the film The Sixth Sense – you see dead emails everywhere. But the fact that someone doesn’t open an email, doesn’t mean they should be struck from your list. In fact, there are good reasons for sticking with apparently inactive subscribers. After all, how often do you actively interact with marketing communications of any kind from a car dealer, insurance company, estate agent, bank, consumer electronics retailer, hotel chain, etc. delivered via other channels?

A fresh look at the art of organic list growth…