Here’s a bit of role play for you – imagine you run a convenience store. One of your customers fills their basket and walks up to the till. You run the items through the till and tell them how much it’s going to costs. But instead of getting their credit card out, they just walk out of the shop and leave their shopping behind. Now tell me – wouldn’t you be a little curious as to why that customer hadn’t paid for the items they’d spent so much time loading …

 Digital marketing is cost effective, measurable and the likelihood is you’re under-investing in it. Make sure you’re keeping an eye on what’s coming over the hill but don’t forget some of the more established digital disciplines.
 
You could argue that I’m writing this a little late in the year because, believe it or not, we’re already beyond the point when most people have lapsed in their commitment to a new lifestyle for a new year. I have to admit to having one foot in this camp myself as my resolution to …

High spending customers take time, creativity and focus to reel in, but the rewards far outweigh the efforts.
 
I mentioned in my recent post on marketing segmentation and targeting that as long as a segment was profitable, it didn’t necessarily need to be substantial. Hence, a marketing segment can be as small as one.
 
I’ve worked right at the top end of travel & tourism and I’ve seen this phenomena plenty of times – the client who spends £100,000+ every year.  These clients are like rare diamonds to be polished and cherished. …

Content and personalisation win over overt branding and aesthetics.
 
There’s no doubt about it – there are some really beautifully designed email templates out there.  Ravishing pictures, short impactful copy, personalised (sometimes even in the subject field if you delivery system is that functional) and smothered in branding.
 
You nod proudly as your survey your own template.  Problem is, your open and click thru rates seem to be on the wane.
 
Polished though they are, and deeply appealing to our heightened sense of the aesthetic, personal for me will always win over polished.
 
Ask yourself …