Make the Most of Personalisation in Email



Personalisation is a core advantage of email marketing.

To put it in the simplest terms possible, it means a message begins with the name of the recipient. Whether that’s their first name, last name, salutation or any other field in your database.

The beauty of this is that it works whether you’re sending to a thousand, ten thousand or ten million people – as long as your database is sorted properly.

However, no matter how clever the technology is, you have to use email marketing’s personalisation tools well to get the most out of them. Which is why Forfront’s email marketing tip of the month for July is all about making the most from personalisation in email.

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Email Campaign of the Month: De Rigo – July 2014


Thousands of campaigns have been sent on the e-shot™ system this month. After looking through them carefully, we eventually agreed on a very worthy winner. Like everything else on this blog (and in the world) at the moment, it’s World Cup themed.

Without further ado, the July award for Email Campaign of the Month goes to…
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The 10 Worst World Cup Adverts 2014


It’s finally, finally, finally here! The 2014 FIFA World Cup is in full flow.


Image: source.

With half of the games on ITV it’s more than likely you’ve been exposed to an awful lot of football-themed advertising already – in between Adrian Chiles and Lee Dixon discussing dubious refereeing decisions, melting in the heat and pretending to understand Fabio Cannavaro.


Image: source.

The email marketing from teams heading off to Brazil wasn’t particularly good. Are the big budget, superstar-laden, TV World Cup adverts any better?

The really big guns – Nike, Coca-Cola, Beats, Budweiser etc. – dominate the airwaves with their blockbuster promotional productions. Yet the money thrown at them doesn’t mean they’re any good. For instance, two campaigns feature incredibly annoying slogans, “Celebrate As One” (Budweiser) and “One World, One Game” (Coca-Cola).

However, here at Forfront we thought it would be a good idea to dissect some of the absolute worst World Cup marketing we’ll be forced to endure this summer, so you can prepare your mute buttons.

I thought having to listen to Andy Townsend was punishment enough, but no. Things get much worse once half time is upon us.


Image: source.

Added apologies in advance, but the wooden-acting, crisp-eating, foul-mouthed, dandruff-free England goalkeeper, Joe Hart, features not once, not twice, but three times.

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Paddy Power’s Perfect World Cup Marketing Prank


When I first saw this photograph I was shocked. It seemed genuine.

Had Paddy Power really cut down vast swathes of the Amazon rainforest to create an encouraging message to the England squad in the build up to the 2014 Brazilian World Cup?

Of course, Paddy Power has tested the boundaries of good taste, decency and ethics with their advertising ploys in the past.

There was the time they sponsored the North Korean basketball team – which may have broken UN sanctions.

They positioned a Grim Reaper in the stands at Everton’s Goodison Park, lurking behind David Moyes towards the end of his doomed time in charge of Manchester United.

They dressed Danish striker Nicklas Bendtner in branded pants, which he exhibited after scoring at Euro 2012 and received a one match ban and a 100,000 euro fine for his troubles.

Plus, they sent giant adult babies on to the tube to mark the birth of Prince George, erected a Roy Hodgson Christ the Redeemer statue on the White Cliffs of Dover (see below) and got Professor Stephen Hawking to deduce a way that England can win the World Cup.

Click here for a long list of their shenanigans.


(Photo source).

However, this latest stunt crossed from the usual level of public disapproval or amusement into utter disbelief, outrage, death threats… and one angry Hobbit.

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Citymapper Are App to Their Old Tricks (Again)

It might have reached a stage now where we seem like Citymapper crusaders, constantly going on about their app update release notes (like we did here and here).

However, we’re genuinely just really impressed by their ingenuity and drive to do things differently. They go beyond the dismal “bug fixes” and “small tweaks” release notes.

Other apps don’t try to disguise the banality of “performance improvements”, whereas Citymapper have clearly realised that there’s room for improvement when it comes to how apps engage and charm their users.

Indeed, the travel app are up to their old tricks once again this week.

Citymapper Spain

Declaring the launch of their app in several new Spanish cities – by popular demand – the company have announced the release in typically quirky and irreverent fashion.

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