An open mind is one of your most important data tools

An open mind is key when you investigate your data

The Holistic team and I discovered something unexpected recently while analysing activity in a client’s customer database. This surprising information shed new light on how we segment customers and how we message them based on what our data is telling us. Although our programme is still a work in progress, I’m sharing my thinking with… keep reading →

Could a halo sending strategy help you reach more inboxes?

Could a halo sending strategy help you reach more inboxes?

If your emails regularly miss the inbox, it’s likely that ISPs are flagging problem addresses in your database and blocking emails to those addresses or sending them to the spam folder. Because customers generally open only the emails they see in their inboxes, we need to persuade an ISP’s automated filters that you’re a reputable… keep reading →

Email personalization: 8 Common, Seldom Discussed and Fixable Mistakes

Email Personalization: 8 Common, Seldom Discussed but Fixable Mistakes

As email marketers, we know we need to personalize the messages we send our subscribers and customers. I can’t think of a single statistic, case study or survey that claims an email program made up of one-to-everyone campaigns outperforms personalization. Instead, you’ll find statistics like these: 72% of customers will engage only with personalized messages… keep reading →

party baloons in different colours

How Serendipity Enhances the Art of Personalisation

In a previous post (When “One to Everyone” Email Messages Make Sense), I urged you to send “catch-all” campaigns to scoop up customers and subscribers who do not fit your segmentation criteria or triggered touchpoints. I am by no means saying that you should scrap your highly personalised campaigns for the customers you know well.… keep reading →

It’s time to put the ‘marketing’ back into email marketing

Adopting a holistic approach to email marketing will help you break through barriers, serve your customers better and drive stronger results for your company. Holistic Email Marketing is a reliable source of up-to-date, practical guidance, inspiration and thought leadership to make your email marketing programmes dynamic. This book will enable you to: Develop strategies and… keep reading →