Georgia Christian is a copywriter and e-marketing specialist for Lima Bean (www.limabean.co.za; @limabeansa), a web development, design and online marketing company in Woodstock, Cape Town. She is also editor of email marketing service Mail Blaze (www.mailblaze.co.za; @mailblaze), responsible for communicating its five-plus years of industry experience and accumulated knowledge to the market. Contact Georgia on tel +27 (0) 21 486 1860, email and follow @GeorgiChristian on Twitter.
Georgia Christian is a copywriter and e-marketing specialist for Lima Bean (www.limabean.co.za; @limabeansa), a web development, design and online marketing company based in Woodstock, Cape Town.
She is also the editor for email marketing service Mail Blaze (www.mailblaze.co.za; @mailblaze), where she is responsible for communicating Mail Blaze's five-plus years of industry experience and accumulated knowledge into the market.
[Georgia Christian] Web development and design have come a long way since the early days of hideous blinding pages that confronted us when we navigated through websites in the hope of a: finding the information we want, and b: seeing awesome designs and functionality in place.
[Georgia Christian] As you might imagine, 'list fatigue' (aka subscriber sluggishness) describes those who have become 'disinterested' or (gulp) 'bored' with your email offerings. They have might not have physically unsubscribed, but mentally they're switched off to your charms and it seems as though no matter what you dangle in front of them, they're simply not responding.
[Georgia Christian] For all the eye-catching and cutting edge design that HTML email is, offers (and mostly) delivers, anybody that has tried to create one knows that when it comes to rendering, it takes time and skill to ensure that it looks great on the subscriber's end. Even with thorough testing however, there is no guarantee that it will.
[Georgia Christian] If your aim is to deliver eye-catching, targeted and relevant content that drives serious results, then you really need to look at how you are segmenting your email list. If you're new to the email marketing industry or if you've just never done it before, then understandably it might seem like a daunting task. After all, there are quite a few ways to do this, so where would you start?
[Georgia Christian] Inevitably, somewhere along the course of your career, you have (or might still) hit the email send button and realise just a few seconds too late that there was an error in the campaign you have just blasted off to your entire subscriber list. It kind of gives you that sinking feeling in your stomach, doesn't it?
[Georgia Christian] So, you've done your homework, checked out the relevant stats and have happily concluded that email marketing offers you all the right things and suits your business needs perfectly. That's a decision well made, because even a decade on it still delivers one of the highest ROI's over any other e-marketing activity.
[Georgia Christian] When you think of a brand, or specifically your brand, what comes to mind? Broken down, a brand constitutes a name, tag line, logo and design, all of which should ultimately define your business perfectly. A brand, we now know however, is much more than that. It is the voice, attitude, style, familiarity and feeling that people get when they think about a business or company, and it's hugely important.
[Georgia Christian] At some point along the line, you might have bought an email list, or at least been tempted to buy one. This is bad idea for two reasons. Firstly, they are undoubtedly filled with inactive, non-existent email addresses and spam traps and secondly, it's borderline illegal, so forget that idea.
[Georgia Christian] It goes without saying that if you are a legitimate business, email authentication is vital to secure your brand and online reputation. Email authentication is, quite simply, a way to prove an email is not forged.
[Georgia Christian] There may come a time in your email marketing career when you realise that the campaigns that you have been working so hard on are starting to fall on blind eyes. Some of your subscribers, you now realise, haven't opened or clicked through your emails in quite a long time.