With many products and services once you have purchased one particular product you won’t need it again. For example if I buy a big TV I am not going to buy it again and if I holiday in the Sahara desert one year it is unlikely I will want to go there next year (unlike those of us which get our 7 days sun in Spain).

Also, if I buy from a particular product category – say a book – does this mean I am only going to buy books from a company? Clearly not as next time I might come back and buy a CD. But targeting around this purchase would mean you would be focussing on books.

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Chris Pannell works in our Client Services team and has kindly agreed to tear himself away from helping our clients to share a few pearls of wisdom with you all.

In this video Chris summarises what triggered email marketing is and the benefits it can achieve.

Recently in my blog post “Choosing the right email frequency” I spoke about pressures on marketers to send more and more email and how that leads to list fatigue.

There are a number of factors to consider that will help you to choose what the right email frequency is and determine whether it is advisable to send that extra email.

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What is a web version?

You will often see at the top of an email a piece of text which says something like “If you cannot see this email properly click here”.

This will link to a version of the email in the browser and is often referred to as the web version.

Why is it needed?

Different email clients render emails in different ways. Some might mess up the formatting so it is not legible. This is certainly the case with some mobile email clients although thankfully this is quickly changing.

The other reason is if images are not displayed. While some recipients will know how to turn images on, it is sensible to give people this additional option.

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It can be a daunting experience when marketers move away from ‘spray and pray’ email marketing, towards a targeted and tailored approach using dynamic content.

However in reality if you come up with a sensible plan it is relatively pain free and easy to deploy. Here are our 10 recommended steps to get you on your way:

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