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  • Blog Post: Talking About Customers ? Focusing squarely on customers is more like it ...

    Here in the UK, the global downturn has brought the challenges of business failure into the everyday media. Nowhere has this downturn been more apparent than among small and mid-sized businesses (SMBs) - Sage UK's traditional heartland. Smaller businesses have seen a slowing customer demand &...
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  • Blog Post: The Email Marketing Programme Explained

    Building on my previous blog entry, let's take a look at what the steps in your email marketing programme mean in a little more detail. Strategy A consistent & long-term strategy is essential for successful email marketing. After all, if there is no overall plan as to the WHY & WHAT...
  • Blog Post: Email Marketing Strategy - Setting Goals

    In the previous blog entry in this series, we explained an email marketing program in some more detail. In this post, we'll take this a step further by looking at goals. The first stage in formulating an email marketing strategy begins with outlining the objective(s) of the programme. Ideally...
  • Blog Post: Email Marketing Strategy - KPIs

    Further to the previous blog entry in the series, this post speaks to the idea of assessing KPIs (Key Performance Indicators). Any KPI / metric you employ should be business focused , not operationally driven. However operational metrics will help refine the tactical delivery of the campaign in line...
  • Blog Post: Email Marketing Strategy - Brand Alignment

    The previous post talked about thinking & setting key performance indicators (KPIs) - this time, I am talking about aligning your program with your brand. "Nearly a third of survey respondents (32%) said they have stopped doing business with at least one company altogether as a result of...
  • Blog Post: Email Marketing Strategy - SWOT Analysis

    The previous post looked at brand alignment and important consideration on your tactical activities. Let's move on to analysis of your email marketing strategy. An important part of forming your strategy will be to conduct a SWOT analysis. If you are not familiar with this term, it is a review...
  • Blog Post: Email Marketing Segmentation - Introduction

    The previous post was the final piece that looked at strategicc readiness for email marketing. This week we move on to an area of huge importance to the success of an email marketing programme - segmentation. Segmentation is the method by which we craft information that is tailored and delivered to a...
  • Blog Post: Email Marketing Segmentation - by Profile (1/3)

    The previous post looked at sources of data - now we move on to segmentation approaches, specifically the three different forms of segmentation ( profile, behaviour and lifestyle ). Profile based segmentation tends to be the simplest & most commonly used method for segmenting emails. Many people...
  • Blog Post: Email Marketing Segmentation - by Behaviour (2/3)

    Moving on from our last post on basic profiling, let's look at increasing the sophistication. A powerful way of segmenting your database is to look at 'click behaviour' as well as browsing or purchase history.In comparison to profile based segmentation ( which relies on customers to actually...
  • Blog Post: Email Marketing Segmentation - by Lifestyle (3/3)

    Moving on from our previous post , let's talk about lifestyle modelling. There are a number of ways in which you can use the data that you hold on your customers to build up a more accurate picture of the type of lifestyle and habits they are likely to have. This can be a very powerful way of...