"The Last Word" - Email Marketing Newsletter

"The Last Word" is a free monthly newsletter published to help you use email marketing effectively. Click here to subscribe.

• January 2004. Overcoming the Challenges of Email Legislation
  The new SPAM laws may make it seem difficult to continue with effective email marketing. Taking some simple steps will ensure that you avoid being penalised.
• February 2004. Understanding Open Rates in Email Marketing
  Having access to statistics showing who opens your email campaigns can be both exciting and confusing. Email marketers should keep an eye on these statistics, but should be more concerned with the big picture.
• March 2004. Using a Creative Brief to increase Email Marketing Success
  Writing a creative brief may seem like overkill, but even a short brief can help you to stay focused when creating email campaigns.
• April 2004. Three Rules for Effective Communication
  Email marketing is not about sending mountains of information to thousands of people. Effective email marketers recognise that an email newsletter is a tool to promote communication and build relationships.
• May 2004. What does your password say about you? (or, Data Security 101)
  A person's password speaks volumes about their personality. What does yours say about you? Would it stand up to a security test?
• June 2004. How to improve your Email Deliverability
  With reports showing that 20-30% of legitimate email is being blocked as "spam", it is more important than ever for email marketers to ensure that their emails get delivered.
• July 2004. The Power of Personalization
  Have you ever fallen into the technology trap of doing something just because you can? Technology makes it very easy to personalize bulk email communications, but it is important to consider whether you are personalizing correctly.
• August 2004. Is your Email Newsletter a Dead-End Road?
  Email marketing is not a one-way stream of information from you to your readers. It is a dialogue, where you encourage your readers to take certain actions, and use this information to drive future campaigns. In the marketing world, asking the reader to do something is called a Call to Action.
• September 2004. A Smorgasbord of Email Reading Programs - What it means to you
  It is important that anyone sending email newsletters understand the latest developments in email reading programs and how this will affect the way their newsletter is received.
• October 2004. Sender ID: What do Email Marketers need to know?
  Sender authentication is a way to check that an email has genuinely been sent from the domain it claims to come from.
• November 2004. Tips for sending Christmas E-Cards
  E-cards will save you time and money, but if you also want to protect your brand and your reputation, make sure that your Christmas e-card is planned and sent in a professional manner.
• December 2004. Recognizing Special Days: Doing it Right
  Special days such as birthdays and anniversaries can easily be incorporated into your email marketing where appropriate. When done in a sensitive manner, recognizing special days and achievements can build customer loyalty and increase retention. By the same token, do it badly and your reputation will suffer.
• January 2005. The "State of the Nation": a 2004 wrap-up
  This month I thought it would be interesting to review how our client's email marketing campaigns performed during 2004.
• February 2005. How is Email Marketing like flying a plane?
  It's time to send your next email campaign and you are in charge. How do you make sure that you don't forget anything? Use a checklist.
• April 2005. How many hands does your company have?
  Are you surprised when you receive good customer service? Apply customer service principles to your email marketing.
• May 2005. Why have spoons that you can't use for icecream?
  The story of the spoons will remind you how important it is to have a purpose for every email campaign.
• June 2005. Toothpaste Wars: Thoughts on Branding
  Take the time to consider how you make purchasing decisions and apply this to your own marketing.
• August 2005. Breaking the Rules: Don't push the crash button!
  Do you pick and choose which rules of eMarketing you adhere to?
• September 2005. eMarketing: Slow and Steady Communication at the Speed of Light
  It may seem strange to describe effective eMarketing as slow and steady when by nature it is an instant form of communication. However, slow and steady is just what is needed.
• October 2005. A Marketing Cocktail
  There are a multitude of marketing channels available, and you should carefully consider which combination of channels will work for you.
• November 2005. A Matter of Choice - Email Choices for the masses
  By offering Personalised PDF and RSS as delivery options for your customers, you will increase your chances of your message reaching its intended recipients.
• December 2005. Use an Email Preference Center to build trust
  Offering an easy way to update email preferences will build trust and loyalty with your subscribers. Gathering preference information also allows you to better personalise your email communications.
• June 2006. When is the best time to send an email campaign?
  When is the best day and time to send an email? The answer is simply: it depends. It depends on your audience and it depends on your message.