The CRM & Email Marketing Blog
Alternative views from the world of CRM and email marketing.
Don't expect the usual bog standard best practice here.
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The CRM specific challenges of A/B Testing & Statistical Significance
I’m writing this as I’ve just put the finishing touches to a campaign report for one of our clients. We ran a combined direct mail and email promotion to a series of lapsed customers. To understand whether any uplift we can see is incremental, and wouldn’t have happened naturally we kept a random control group …
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6 Key KPIs & Reports for CRM Managers
Email marketers have historically been obsessed with campaign level metrics of opens, clicks and conversions. But to understand your customer base, the health of the database and to figure out where to focus your energies you need to step out of campaign analytics into customer analytics. Customer analytics also help those parts of the business …
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The first 30 days of CRM – What can you do to quickly achieve an impact?
Alongside the devasting impact on Covid-19 on people’s lives across the world is the huge numbers of people who will soon be looking for new jobs. CRM Managers are perhaps one of the more in-demand job roles still but are in no way immune to the jobs crisis based upon the number of LinkedIn posts …
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It’s not us it’s all you – what an ESP might tell you about email deliverability problems
There was a time when getting emails into the inbox was a key distinction between email service providers. Nowadays it’s not on most marketers radars, but I still see certain vendors perform better than others. It used to be the case the most vital thing for good deliverability was a clean IP address. Ideally you …
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Navigating through GDPR & what it really means for email marketing
LinkedIn was a fairly terrible place to be in the months leading up to May 25th 2018. Every other post was written and shared by newly found and self-certified GDPR experts, and most of it was mis-leading at best. We finish this series of blogs on conventional wisdom gone wrong in email marketing with this …
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The problem with Welcome Email Programme Best Practice
“You need a welcome programme – it’s the best performing emails you will send” We keep our ears close to the ground listening to best practice in the email industry. Some of the most frustrating comments we hear are around welcome programmes like they are some magical deliverance that boosts email performance beyond all recognition. …
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“Let’s find a better ESP” – the flaw in the grass is always greener thinking in email marketing
Thinking of solving all of your email marketing headaches with a new ESP? Read on to find why that probably won’t be the case.
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The “I’m sending too many emails” debate
Worried you are sending too many emails? Well fear not as this post tells you how you are probably not sending enough.
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How email is measured: more insane conventional wisdom in the world of email marketing
If you rely on measuring email marketing through how much revenue you see in Google Analytics then you are definitely not seeing the true picture of what email generates for the business. Read more to find out how you can understand the value of your CRM initiatives.
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Why I don’t test subject lines that much
We don’t prioritise the testing of subject lines – this post says why, and gives you alternatives for boosting those open rates.