Better email marketing applying the scientific method

Email marketing should be every marketer’s dream. As well as requiring creative thought and strategic planning, you instantly know whether it is working or not. Every aspect of it is trackable, testable and reportable. Rather than approaching making changes an ad-hoc or subjective basis, you can improve your email marketing performance consistently and iteratively by using… Continue reading

How to find out why your customers are leaving

Do you fully understand why your customers cancel your service? Not when or how, but why? Using time-based cancellation data to perform churn and cohort analysis will show you when they leave (and allow you to surmise why), but this alone can’t tell you the real reasons behind it. (Image source) “So I know my… Continue reading

Better results from your marketing/design feedback loop

Badly organised feedback loops between marketing teams and designers always increases the amount of time a project takes, inflates costs, demotivates everyone involved and generally results in a piece of work no one is really happy with. A lot of this is totally avoidable by using a predetermined and structured feedback loop. The initial brief Include… Continue reading

How to rebrand your small business [2018 edition]

Brand building is vital for any business, no matter how big or small. Strong brands stand out in every market, attract more customers, and keep more of those they already have. The value of brand building is often misunderstood, especially amongst small businesses who are used to associating time and money with a specific, tangible… Continue reading

Focus on acquiring customers NOT sales

The objective of any business is to sell, that is never in question. But how best to go about doing it in a way that not just maximises first basket revenue, but also repeat sales? By focusing on acquiring customers, not sales. This is more than a subtle shift in tactics, it is a fundamentally different strategy that… Continue reading