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More and more people are using mobile devices to open and read email.  It’s an unstoppable upward trend that marketers cannot ignore.

No end in sight for mobile

Leading email services provider Litmus has confirmed that, when it comes to opening email, mobile rules the roost. They report that “opens rose to 56% while desktop opens maintained at 19%. Meanwhile, webmail decreased to 25%.”

74% open email on mobileAnd in some industries the trend to mobile is even more extreme. My own work in the motor sector sees mobile with 74% of open rate share.

Looking at the Litmus list of top-10 email clients, what stands out is how Apple products dominate, with iPhone leading the pack. Apple’s sales may have dropped for the first time in over a decade, but its position as the device of choice for email consolidates.


With no sign of a slowdown in mobile usage for email, it is more important than ever to optimise your emails for mobile.

If you’d like a professional overview of your prospect and customer email communications please contact Mick Dickinson

You’ll find lots more useful tips on email marketing here.

Email: list segmentation vs. dynamic content

Segmentation is the marketer’s No.1 strategic tool. Given that 80% of consumers polled said they would buy more items via emails that are suitably personalised (ie segmented and made relevant based on previous purchase or online activity) we need to get it right in our customer comms.

Email: list segmentation vs. dynamic content

How do like them apples?

But segmentation for email comms can spiral out of control without a robust strategy to guide decisions. Dynamic content is a force for good: it reins in the excesses of segmentation and keeps personalisation realistic and sensible.

Email service providers allow for segmentation based on reader preferences often gleaned from a combination of legacy CRM data plus ongoing profiling. Delivering messages closely matching a reader’s interests and needs is the aim—but what’s the best way to achieve it: list segmentation or dynamic content?

It boils down to a choice between creating multiple campaigns for each legitimate segment, or using dynamic content within a single campaign. Dynamic content wins hands down in my view. The benefits of reporting on a single campaign (vs. several) are self-evident, I hope.

With dynamic content, we send one campaign that is optimised and personalised individually, dependent on what we know about each recipient. The segments are all served with a personalised message within a single ‘send’.  Yes, you have to prepare lots of content that resonates with each grouping, but at least you’re doing it within a single campaign. 

If you’d like a professional overview of your prospect and customer email communications please contact Mick Dickinson

You’ll find lots more useful tips on email marketing here.

Get more leads

If your sales team is asking ‘where are the leads?’ then have a look at Facebook Lead Ads. They deliver qualified leads and marketing information like no other Facebook paid product.

qualified sales leads from BuzzedUpWhen I first heard of Facebook Lead Ads I paid lip service. At that time my work for an automotive client was focused more on website clicks and page likes. Thanks to a lot of hard work, a great team, a proper marketing strategy and structured communications, my client’s business has grown from £500k three years ago to £7 million today.

The sales team has grown to ensure this business expansion continues; and it is now structured around geographic territories. This bigger, hungrier team demands that I delivery good leads, daily.

Facebook Lead Ads plays a role here. Each morning I review the latest leads and send them along to the sales guys. They get:

  • Prospect full name
  • Email address
  • Mobile number
  • Product interest (3 product types to choose)

Of course, salespeople love qualified leads! To support the sales process further I put these leads into an automated program of comms that reflects:

  • How they got in touch, and
  • What they told us about their interests.

Such activity gives me a great reason to stay in touch with the sales guys as, should an opportunity be closed, I need to remove that prospect from the ‘nurture’ program and add them to the ‘new customer’ program. In my experience marketers don’t talk enough to sales teams; but these conversations often give me incredibly useful insights that play into my future planning.

No one has asked me ‘where are the leads?’ for weeks!

If you’d like a professional overview of your lead generation process please contact Mick Dickinson

You’ll find lots more useful tips on Facebook marketing here.


Email marketing platform Adestra recently looked at more than 3 billion emails and reviewed 300+ keywords across four industries to identify the subject line keywords that work wonders — and those that turn customers cold.

The email subject line is sometimes the ONLY part of a campaign recipients look at, so, for the sake of your brand, it deserves lots of attention.

Adestra selected the most popular single words and two-word phrases for its 2015 Subject Line Analysis Report, split them by industry, and then looked at the relative lift or decay of that word versus the industry sector average. Industries covered:

  • Retail & B2C
  • Conferences & Events
  • Media & Publishing
  • B2B, Professional Services & Financial

Grab the full report

The components of a successful email campaign

When people have asked me about what contributes to a successful email campaign my mantra has always been:

  1. Quality of data (the list)
  2. Relevance of the offer to the list (so 1 and 2 here are closely related
  3. Creative (design of email)

Adestra have approached the ‘good campaign’ conundrum from a different angle and observed that the testable elements contributing to open rate are:

  1. The ‘from’ name (brand or personal)
  2. Data collection (which list)
  3. Day and time email sent (BTW there is no consistent ‘best time’)
  4. Subject line

Of these, only the subject line offers “unbeatable opportunities to test and learn about your audience”.

Best subject lines revealed

Without giving too much away (and after discounting subject lines from automated transactional messages) the ‘best’ subject line words are:

  • BulletinBest subject line words for email
  • Breaking
  • iPhone (!)
  • Golden
  • Order today.

Oddly, lines comprising phrases broken by ‘pipes’ perform very well, eg “Sale now on | New lines added | Win trip to Dubai”.

Those words with a negative effect on open rates include:

  • Journal
  • Forecast
  • White paper
  • Learn
  • Intelligence
  • Subscription
  • Early bird
  • Industry
  • Report.

And if the report isn’t enough to get the grey matter working, there’s even a webinar on subject lines to help you formulate the best performing subject lines.

If you’d like a professional overview of your prospect and customer email communications please contact Mick Dickinson

You’ll find lots more useful tips on email marketing here.


We’ve all heard how important mobile is to business comms. But the dominance of mobile usage (for viewing mail) in some markets may shock you. In my work in the automotive sector a jaw-dropping 74% of email is opened on mobile devices. [click to continue…]


Adestra’s MessageFocus allows companies and brands an easy way to re-schedule campaigns to send again to those people who did not open the original email. [click to continue…]


As of the 6th October Facebook’s new ‘verified badges’ for local businesses can be claimed by page owners. It’s worth spending a moment to verify your page as it provides a mark of credibility—a trust-stamp if you like—which will help customers and prospects be confident they’ve found you on Facebook. [click to continue…]