Email Marketing Vault
Welcome to The Vault, where we share practical advice, industry insights and the lessons we’ve learned from over two decades in email marketing. No jargon, no gimmicks, just straightforward thinking to help businesses get more value from their customer database.
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Email reporting explained
All email marketers are obsessed with metrics. They help us measure performance, identify trends and guide future decisions. If you’ve ever looked at an email marketing report and wondered what all the numbers actually mean, this guide covers the basics. Send volume The number of recipients your email campaign is sent to. Bounced If your…
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How to write a good subject line
How to write a good subject line What is the objective of a subject line? The most common answer is: “To get as many opens as possible.” There’s logic in that answer. More opens should lead to more clicks, and more clicks should lead to more purchases. The problem with this thinking is that it…
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Email review: Woburn Safari Park
Our Email Review series looks at real-world marketing emails and offers thoughts and feedback that you can apply to your own campaigns. In this post, we’ll look at an email I recently received from Woburn Safari Park. Disclaimer: I have no affiliation with Woburn Safari Park. I merely received this email as a consumer. I…
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How do I create and grow a marketing list?
What is a marketing list? It’s a group of people who have given permission to receive marketing communications from your business. Without a list, nothing else matters because you’ll have nobody to email. Most small businesses store their list inside their email marketing platform, such as Mailchimp. Larger organisations often store customer data in their…
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Why content is (almost) all that matters
If you read any guides on email marketing, you’ll find all sorts of advice around design, split testing, send times, subject lines and best practice. All of that matters. Small improvements in those areas can absolutely improve how your emails perform. However, there is a much more fundamental factor that sits underneath all of it.…
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How to design emails that drive action
They say beauty is in the eye of the beholder, but what makes a beautiful email? What is the objective of any marketing email? Usually, we want the recipient to perform some sort of action – purchase, book, register, enquire, etc. The best designed emails are the ones that make the information clear and provide…
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Why small businesses should use email marketing
Why small businesses should use email marketing Firstly, just to cover the basics, what is email marketing? We’re talking about all those emails in your inbox filled with special offers, latest updates and upcoming events. These messages have been created by businesses to promote their products, services and events. Isn’t it just spamming people? Not…
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How do I improve my open and click through rates?
I get asked this question a lot and usually push back a little because open and click through rates are rarely the actual end goal. The reason people ask this is because they assume more opens lead to more clicks, and more clicks lead to more conversions (bookings, purchases, repeat visits, etc). There is some…