Welcome to our latest fortnightly eBulletin, posted here on Tuesday 31 August 2010. In this issue:
- Great email glossary from Adestra, bandy the jargon with the best of them!
- Top 10 SEO content writing tips from Wordtracker
- Summer Sale ends TODAY. Copywriting, E-Marketing or Academic Marketing anyone?
- On The Marketability Grapevine on Facebook
- Tip of the Week – take a lead from John Lewis’ ‘daddy gadget classes’
Great email glossary from Adestra, bandy the jargon with the best of them!
The email marketing learning curve is steep, and most of us aren’t confident that we’ve nailed down all the jargon. So we love this glossary of terms designed by Adestra for their clients but now also available exclusively to eBulletin readers. How would you do if asked to define acquisition cost, churn, mail bomb, or greylisting? Could you explain why a Bayesian filter is a good thing, or the difference between spoofing and phishing? They’re all here, with plenty more besides. Recommended!
Here’s the Glossary.
Adestra is one of the UK’s leading email service providers, and as they serve this bulletin we’re happy to recommend them from personal experience. To find out more, contact them on moreinfo@adestra.com
If this has whetted your appetite, our E-Marketing Workshop runs in Oxford on 16 September and we’d love you to join us.
Top 10 SEO content writing tips from Wordtracker
We’ve found yet another bite-sized guide to SEO copywriting, handy to print out and keep for quick reference next time you’re trying to remember all you need to consider alongside the simple objective of writing compelling copy for your potential customer. Nice!
Copywriting is tougher than it’s ever been, by the time you factor in writing for search engines as well as increasingly impatient and demanding readers. If writing copy has become a bit of a chore, do join us on 9 September for an injection of fresh ideas and enthusiasm (or email rachel@marketability.info to ask about a tailored in-company course).
Here’s the Wordtracker Top 10 tips.
And details of our Copywriting Workshop.Summer Sale ends TODAY. Copywriting, E-Marketing or Academic Marketing anyone?
Last chance to bag a second (third, fourth or fifth!) autumn training place at just £200 when you book one at the regular price (that’s on top of the eBulletin discounted rate of £325 if you subscribe to this bulletin, and you can do that right now using the button on the left of this page). Bookings just have to be made on the same booking form but can be for any courses that you wish, and as many as you like.
Interested but can’t make a decision today? Call us on 020 8977 2741 to hold the places you think you’ll want and we’ll honour the offer price provided you confirm by Tuesday 7 September.
Here’s full details of our Summer Sale offer.
On The Marketability Grapevine on Facebook
- In Discussions: more posts on the subject of Facebook marketing
- On the Wall: our recent item on the updating of Enid Blyton’s language got you going. More please!
- See who you know on The Marketability Grapevine.
Do you have a topic you’d like to raise with other Grapeviners? Post it to the wall and/or Discussions and we’ll do our bit to connect you to people we think can help, too.
Tip of the Week – take a lead from John Lewis’ ‘daddy gadget classes’
Earlier this year John Lewis in London’s Oxford Street started offering ‘daddy gadget classes’, designed to give new fathers confidence in using essential equipment such as baby buggies, monitors and high chairs. “We have drawn up a timetable which covers all gadget tricks, for example engaging the 360-degree swivel and multiple reclining positions on the baby chair”, said a spokesperson at the time. Classes were perceived to be great customer service and were over-subscribed.
This week’s tip is to think about the barriers between your product and your customer and consider what you might be able to do to address them, winning you brownie points (aka customer loyalty) in the process. This is exactly what Pearson did when they introduced their First Day of Class initiative, where Pearson personnel walk students through the features of a prescribed textbook. It’s win win. Lecturers consider it excellent service, the benefits of the book become meaningful to students (and they’re more likely to buy it), and Pearson gets sales and loyalty, with some market research on the side.
What could you be doing?
Read the ‘daddy gadget’ article.
Hear more about this and other Pearson initiatives from Shannon Moore, guest tutor on our Academic Marketing Workshop on 23 September.
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Rachel Maund
Marketability - extra marketing resources and training just when you need them
Tel and Fax: +44 (0)20 8977 2741
Email: rachel@marketability.info
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