Tailored content in emails: be clever but be human

Posted on Tuesday December 17th, 2013 by Jenni Malley

For the world of B2C Retail email marketing it is now technically possible to send some really cleverly tailored emails. The days of batch and blast are truly over for the leading edge of B2C marketing.  For example you can now include images in your email that change according to the weather when the recipient views it and geolocation services can display the nearest branch of your shop or restaurant based on your location.

So how can, and should, this technology be used? 

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It ain't what you say, it's the way that you say it

Posted on Wednesday December 11th, 2013 by Rebecca McCormick

I’d like to proactively reach out to you and share our knowledge base regarding our efficient remotely automated communication programming that synchronises seamlessly generated communication of your logistical options, global strategic projections and mission-critical B2B and B2C content.
                                                                                                                                                             Asleep yet? Or just confused? Don’t worry I’m not trying to impress you with my superior knowledge or even worse, baffle you with science. Believe it or not all the above phrases have been used to describe, yes, you’ve guessed it, email.

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Automatic online versions of your email just got easier

Posted on Monday December 9th, 2013 by Tom Chiverton

The concept of an "online version" of an email is something that was started way back when email clients often struggled to display html emails correctly. Hence it became "best practice" to provide the recipient with a link to a web base version of the email. This meant the email would then be displayed in the recipients browser of choice which would show the content as expected.

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TV adverts: story vs slogan?

Posted on Wednesday November 13th, 2013 by Alastair Campbell

I like being sold to and am a total sucker for a good slogan-driven advert. I know Gillette razors are the best a man can get, that ladies love milk tray and that you can't get quicker than a kwik-fit fitter. These messages are ingrained in my psyche and, like it or not, they influence my buying decisions.

Conversely, modern TV adverts just don't sink in with me. Advertisers seem to have ditched simple, catchy slogans, instead opting for obscure slogans and complex narratives, and for me many just don't work. Often I like the story and sometimes I feel engaged, but invariably I don't have a clue what they are actually selling.

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Segmenting your data

Posted on Wednesday November 6th, 2013 by Rebecca McCormick

I'm lucky enough to have a lovely independent book shop in my neighbourhood. They host readings from visiting authors, have a book club circle and hold a regular Saturday morning children's club… And they've just made their first foray in to email marketing.

Through some hard work and good business practice, they've built up a great database of both store and online customers. They know where their customers are based, when they last visited or purchased and where possible, what they purchased, and they can safely assume that their customers are interested in reading and the books they sell.

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Extravision is a privately owned UK-based email service provider founded in 2004, with a great ISP reputation ensuring high deliverability rates. We offer flexible email marketing solutions to both small and large businesses across all sectors.

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