Posts by Mark Brownlow
Mark Brownlow is a former email copywriter and publisher of the retired Email Marketing Reports site. He now works as a lecturer and writer. Connect with him via Lost Opinions.
Plus 5 things The Hobbit can teach us about email marketing This is the time of year when we bloggers sit down to write about all the exciting developments and innovations expected over the next 12 months. You know, those game-changing technologies …..
5 tips for better marketing copy Most articles about writing marketing emails look at calls to action, paragraph length and similar. All important of course. But the process of developing text that moves the reader to the right action or …..
New survey shows that clicks are only one part of the story Email marketing enjoys a solid reputation as a direct response channel. Which is one reason email marketing metrics tend to focus on just that: the direct response questions: …..
Trigger emails are great, but they have their issues My sister calls me Eeyore, as I’m ever-ready to puncture her bubbly balloon of optimism with a pithy “I lost my tail”. One of email marketing’s brightest balloons is the trigger …..
How to cope with unexpected opportunities and problems I’m part-way through “The Black Swan”, where the author explores the “impact of the highly improbable”. There are lots of uplifting messages about our ignorance, wilful self-delusion and inability to make any …..
Basic tactics for building trust in your brand: Part 2 Part 1 of this article outlined the role of familiarity, transparency and accountability in building trust in and through your email program. It also mentioned another set of appropriate “trust” …..
Establishing familiarity, transparency and accountability People with pollen allergies are 23% less likely to click on yellow links. Amazing, no? Well, it would be if I hadn’t just made it up. But you might have believed me, given the stat …..
New survey reveals swing in attitudes among marketers Most proponents of email marketing have the letters R-O-I tattooed provocatively across their foreheads. Email’s remarkable return on investment has always been the key defence used by industry voices against suggestions that …..
Practical ideas for converting more visitors to subscribers Bloggers use it, online retailers use it, and social media marketers practically make their living from it. And email marketers? Maybe they should use it more. To quote the ultimate authority on …..
Ideas for increasing your responses by using a more human approach… What would you say if I was to suggest you take account of your target audience when designing your email program? Actually, you’d probably say nothing… just roll your …..
