Posted on Friday April 4th, 2014 by Joel Jarman
We’ve all done it, but there are several good reasons why you should take a few seconds and think of more descriptive link text and avoid using ‘click here’.
Out of context it contains no information
People tend to scan websites rather than read them fully, ‘click here’ links often rely on a preceding chunk of text to put them into context, if people don’t read this, they won’t click the link.
Posted on Monday March 31st, 2014 by Jenni Malley
It's great that in 2014 email marketing is back in fashion and being taken very seriously again by digital marketers. It might be because of the use of smart phones but really it’s down to the ROI it produces - £21.48 for every £1 spent according to the DMA .
But last week I spoke to an old client who said ‘we’ve dropped our email marketing program – it wasn’t working’. This is not a good strategy! If your sales force weren’t hitting their targets you wouldn’t disband the whole team would you? You would figure out what was wrong.
Email marketing works. For every industry. And, if done right, it can achieve most marketing objectives. If it’s not working, don’t conclude that it’s not effective. Here are some of the things you might be getting wrong.
Posted on Friday March 7th, 2014 by Jenni Malley
Extravision celebrated its 10th birthday this week.
Although our email platform began life in about 2001, Extravision only became a stand-alone company in 2004. So, feeling nostalgic, I was thinking about the email marketing industry now compared with how it was in 2004. With the speed of change in the industry now, my memories are of it being in black and white compared with the current market!
So what are the main differences? Was it really black and white?
Posted on Wednesday February 26th, 2014 by Rebecca McCormick
I’m going to show my age here but it’s exciting times at Extravision and in a recent presentation by my technical director, I found myself reminded of the opening catch phrase of one of my favourite childhood TV programmes,
Posted on Tuesday February 11th, 2014 by Simon Hill
There used to be only one type of dynamic content. This is created before the email is sent and is based on what you already know about the recipient to create a custom email. For example, you are a retailer and you want to show the recipient in your email the details of their nearest store. Normally this would be done using a customisation based on information you have about the recipient such as their address or postcode. The system sending the email builds a different version of the message at send time. This all works perfectly well but relies on your information being accurate.
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.