Personalisation has been a buzzword in sales, marketing and customer service circles for many years. Get it right and you will improve loyalty, advocacy and sales, but the problem is that personalisation, or behavioural merchandising as it is also often known, is very easy to get badly wrong. Most SME websites just don’t have enough … Continue reading Why Your Customers Really Don’t Like ‘We Thought You Might Like’
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Don’t Use The Wrong Metrics To Measure Success
In the new second edition of my book, “Email Marketing Rules,” I focus more on measuring success than on anything else except permission. That’s because too often email marketers are using the wrong yardstick to measure the effectiveness of their programs. Here are three examples of how success is often measured incorrectly, leading to underperformance: … Continue reading Don’t Use The Wrong Metrics To Measure Success
Column: Don’t let social media steal your message
I was never a true believer in the power of social media until the High Park Fire in 2012. When the fire broke out, not only were the images broadcast on television across the country, but photos of the fire, smoke and devastation were all over social sites. I don’t think any post was done … Continue reading Column: Don’t let social media steal your message
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