Carvill On Marketing blog

Best practice tells us not to use symbols in our subject lines – often to the detriment of clarity of our messages. However, Dr Flint McLaughlin (email guru) shares a study where symbols are used and whilst deliverability is reduced, the clarity of message dwarfs the significance.

A few tactics for assisting with managing unsubscribes, providing some practical tips for making your unsubscribe communications into another marketing vehicle.

Deliverability is the biggest challenge for email communications – it doesn’t matter how much time or effort has gone into the creative, the copywriting or the targeting.  If the email cannot be ‘received’ then the effort is wasted.
The volume of spam is driving the ISPs to block emails.  Currently 80% of email traffic is spam, [...]

This article looks at some basic yet critical tactics that need to be considered for successful email marketing. Covering areas including: subject, size, spam triggers, split stream testing, relevance, personalisation, multipart and layout.

“Mailshots don’t work” – is a phrase I have become accustomed to hearing when discussing marketing tactics with businesses.  Indeed, when I enquire further, I am offered tales of how hundreds and sometimes, thousands of letters, invitations, newsletters and all matter of communications – have been sent out using up significant resource (both time and [...]

The Marketing Mix is a term used to describe the combination of tactics used by businesses to achieve its objectives by marketing its services or products effectively to a specific target audience.
For many years, in marketing jargon, this was referred to as ‘the 4 Ps’ – namely; product, price, promotion and place.
The logic behind the [...]

Once you’ve agreed the type of information that you are going to collect, and created the relevant fields for your database.  The next stage is to input or import the data.
Until your database is well established, it is wise to give responsibility to one individual for overall Database Management.  This Database Manager will set up [...]

If you were set the task of mailing all of your customers to advise them of, let’s say, a seminar you were running – how simple a task would that be?
Ideally, it shouldn’t be a problem at all – because you would hold your entire customer’s contact information and their preference as to how they [...]