In your festive round-up of the smartest articles online, we learn how too much data can be dangerous. We challenge conventional wisdom about crowded inboxes, and there’s a guide to writing effective email copy.

Chasing the tail that wags the dog

Marketers can access more sophisticated customer data than ever. But if you don’t impose your agenda on it, it’ll lead you on a merry dance, argues David Baker.

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While social media and mobile increase our understanding of consumers, only constructing campaigns to satisfy every nuance of their behaviour is folly.

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The tranquil inbox

Organisations are scared to send more email because they think the average inbox is already full to bursting. They’re wrong, argues journalist Mark Brownlow.

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As we discovered recently in our joint research with the DMA, the inbox is a more tranquil place than you imagine.

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Winning words

Why have I been sent this? Who cares? What’s in it for me? Don’t leave your audience guessing with this five-point guide to writing effective sales messages.

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When your head’s in the clouds trying to produce inventive email copy, it’s easy to forget the fundamentals. The AIDCA checklist is a great tool to bring you back down to earth.

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Last updated: Oct 18, 2016  admin

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