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- What is a 'call to action'?
A call to action is an advertising and marketing concept. It is a request or instruction to âdo - What is a Competitor Spotlight Survey?
The Competitor Spotlight survey is the first step Momentum take before undertaking any web project. - How do the different Momentum services work together?
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Email campaigns 'must avoid bad habits'
email marketers should be wary about slipping back into their bad email advertising campaign habits of 2006, an expert has warned.
Managing director of Adestra Henry Hyder-Smith said that by mid-January many people had broken their resolutions to turn over a new leaf in 2007 and email marketers were no exception, e-consultancy reports.
One of the key things to avoid in email campaigns was letting data errors lead to bad personalisation of messages, Mr Hyder-Smith warned.
Marketers who did not cast an eye over email lists for false names such as Donald Duck or random keyboard characters such as askjlkfdjlkjfsdlkmflkkd risked inflicting brand damage, he stated.
He also mentioned the use of email tracking to unlock additional revenue - customers who didn't open the original email could be re-emailed, while those who did click through but did not buy could be mailed an extra incentive, he suggested.
A further thing to avoid was the practice employed by some firms who sent out newsletters and last minute offers on set days of the week, effectively running email campaigns from a calendar, he added.
If timeline reporting reveals people are still clicking through and buying there is no need to send something else, while if most responses occur well within the weekly period, more regular communication may generate more revenue, Mr Hyder-Smith explained.
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