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Your latest update of expert advice and inside information on email marketing.

This month: communicating a clear message, picking the right subject line, more deliverability advice, marketing to an older audience, getting your timing right

Showing one sorry email the error of its ways.

How to confuse your recipients

Vogue is one of the world's best-selling fashion magazines. Their daily email alerts, however, don't quite live up to Vogue's polished glossy image with a lack of focus and confused presentation.

Andrew Seel, Managing Director of integrated web marketing agency Qube, makes some drastic changes to present a clear message and bring their email communications back on brand.

Trying something different can pay off.

Masa – picking the perfect subject line

It's one of the first things your recipients see and can make the difference between them clicking to open or to 'mark as junk' – but how do you know which subject line will produce the best reaction?

Overseas property specialists, Masa International, looking to improve their open rate, rather than ending up in junk folders everywhere, decided not to leave it to chance.

		Deliverability – the final touches In the third and final part of his series on email deliverability, Darren looks at the last three essential considerations for getting your emails into the inbox. Find out how the importance of the right timing, managing your data correctly and delivering an engaging creative give your mails a better chance of making it to their intended destination.

		Reaching an older audience The over 50s are the fastest growing group of web users in the UK but web marketing is invariably designed by the young for the young. The result of this is frustration on the part of an important audience demographic. The answer, as Dick explains, is to make your web marketing 50+ friendly.

You've got the right subject line, a great design and you've ensured your campaigns are making into the inbox. Now you can spend some time getting to know your recipients.

By understanding what they're interested in and the best time to catch their attention, you can massively increase the success of your email marketing campaigns.

Every month we'll be featuring a question sent in by one of our readers and asking you to contribute your thoughts and advice.

Q. My customers are telling me that my campaigns keep going into their junk folder. I don't sell anything suspect or offer to lend money – so what am I doing wrong?

Emma, London

What do you think? What tips or tricks have you got that might keep Emma's campaigns out of the spam filters?

Send your tips and advice to answers@emailmarketingmanual.com and we'll publish best next month.

Alternatively, if you've got a question for our readership of marketing experts to turn their attention to, send it to questions@emailmarketingmanual.com

Last month, Rob from Brighton asked: 'My company sends out a regular email newsletter to around 5,000 subscribers but every month since we started at least 10 people unsubscribe – what are we doing wrong?'

We had such a great reaction, we couldn't fit it all in this space, to see everything our readers had to say click-through to read the full response.

I would suggest first and foremost that Rob looks at the quality of his initial list, where has this data come from, was it purchased, or are they recipients that expressed a keen interest in receiving info about the company? If the lists were purchased... read more

Adie – Deviate, Barnsley

An unsubscribe rate of 10/5,000 is only 0.2% per month or about 2.4% per year, which is way below industry averages. Nevertheless, there are a couple of things you can still do. Firstly, present users with the option to update their details instead of... read more

Anthony – Epoq Group, Edgware

What’s his content, is he tailoring it to the individual companies? Are they still the right people? Has he got news or is he just sending 'stuff' for the sake of sending stuff? I don’t think regular and monthly go together. Email is about being... read more

Sarah – FaceTime Communications Inc, London

Email Marketing Training by Academy Internet – London

With the latest theory in successful email marketing, real life best practice examples, hands-on interactive exercises and a free trial of the Pure email marketing toolset, this course will give you the confidence to build successful email campaigns into your marketing strategy.

Next course date: 11th October 2007

Location: Chertsey, Surrey

Click here to request more information

Book now for just £395 + VAT.

'Very informative and interactive!'
Caroline Woods, Leger Holidays

Academy Internet is a rapidly growing e-learning and internet marketing consultancy which delivers measurable results for customers with training, e-learning and internet marketing projects.

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