White Papers

• 9th August 2010
  
  Summer planning for a hassle-free Christmas

  As busy as we are and as much as we’re enjoying the quieter summer months, the reality is that it won’t be long until it’s time to start thinking about organising those dreaded Christmas cards for your business.

  Yes, it may sound ludicrously early, but the summer period is the perfect time to start putting things in place and things are a lot easier now that we have the luxury of e-cards. E-cards are simply a greeting card that you can send electronically through email and save yourself time and money.

• 2nd August 2010
  
  Talking Tactics

  World Cup tournaments rarely live up to all the excitement and anticipation. Fans want free-flowing, high-scoring games, but in reality the pressure on teams to avoid defeat often wins out. Football is a game of tactics and, while the outcome may not always deliver a crowd-pleasing game, it can deliver success for those who apply it best. And tactics are just as vital to marketers...

• 1st July 2010
  
  Keep the Faith

  The life of a football fan is never easy. One minute you're jumping around, celebrating a goal; next you have your head in your hands over a keeper's howler. And for all the excitement, hope and joy that football brings, there's also frustration, disappointment and pain.

  As a marketer, faith in the end game is every bit as important. There comes a point in many campaigns when the results that you're seeking may take a while to arrive and doubts can creep in as to whether they ever will. This is where a patient, confident approach will pay dividends.

• 25th April 2010
  
  Email is king

  In these fiercely competitive times, businesses increasingly compete on the basis of customer relationships. So if you're not talking to your existing and prospective customers on a regular basis, you can guarantee that your rivals are.

  When it comes to building and maintaining strong customer relationships, email is king. Checking our inboxes remains the nation's most popular online activity - with almost 30 million of us now sending and receiving messages. And every day, more than a billion emails are exchanged in the UK - that's 11,574 every second.

• 19th March 2010
  
  The 10 step guide to generating fantastic response

  One of the reasons that email has seen its market share grow exponentially in recent years has been its consistently high response rates. A well-executed email campaign can elicit responses of 20-30% - more than with any other direct marketing channel - and these can lead to strong customer relationships and ultimately, sales. In fact, two-thirds of the companies that invest in email admit to seeing it directly impact their sales figures.

• 2nd February 2010
  
  The why and how of e-newsletters

  E-newsletters have emerged as the most popular of email tactics in recent years, with almost one in eight marketers regularly sending them to customers and prospects. One of the main reasons for doing this is the potential that email newsletters have for building and maintaining rewarding relationships.