E-Mail Marketing (general), Items 1 to 50

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For a great deal of information, read my 875-page book The E-Mail Marketing Handbook (Second Edition).

This is the general e-mail category. You can also see related categories, such as: E-Mail Marketing (gen), E-Mail Software and ASPs, Handling E-mail, HTML E-mail, Newsgroups/Mailing List Marketing, Newsletter & Discussion List Marketing, Opt-in & Targeted E-Mail Marketing, and Spam Updates

"E-Mail Marketing (general)" includes 870 items
This page contains items 1 to 50

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1. 4 Ways to Fix Your Email Marketing, by Stefan Pollard, destination CRM, 6-20-2008 Lyris director Pollard offers tactics that serve as a solid starting point for developing and implementing your touch points for sending emails.
2. Experiment Finds Web 1.0 Beats Web 2.0, by Doug Henschen, Intelligent Enterprise, 6-18-2008 Henschen describes why "good old e-mail, a decidedly Web 1.0 tool" is a model of communication and collaboration superior to Twitter and other micro-blogging Web 2.0 media.
3. Email and SMS Marketing Rules to Live (and Send) By, by Christopher Musico, destination CRM, 6-13-2008 Musico reports experts' advice: even though there were new ways for marketers to get their message out, they still must focus on their messages and targets. The technology alone can’t do all the work for the marketer.
4. StrongMail Survey Wrongly Paints Bleak Picture, by Ken Magill, Direct Magazine, 6-24-2008 Magill objects to a StrongMail survey as "a self-serving study that is designed to promote the benefits of using its services," the dangers of outsourcing e-mail services, and the benefits of bringing e-mail in-house.
5. In E-Mail Copy, Length Matters, by Grant A. Johnson, ChiefMarketer, 6-26-2008 Direct marketers have long debated whether long copy or short copy works best. To determine ideal copy length the author suggests (1) testing your copy length against your leading competitors' e-mails, (2) testing copy length based on the type of sales communication, and (3) measure the right metrics when testing your e-mail copy.
6. Images not always rendering in consumer inboxes: EEC, by Dianna Dilworth, DM News, 6-9-2008 Image blocking in e-mail servers is a common practice at the ISP level, including Microsoft's MSN Hotmail and Google's Gmail according to a study by the DMA's Email Experience Council (EEC). 23% of e-mails were completely unreadable in an inbox environment, but only 47% of respondents said their company had taken action to help with image rendering. Suggests using alt tags, designing e-mails with as much HTML text as possible, using a preheader text.
7. The Future of Email Marketing, by Janet Roberts and Larry Chase, Web Digest for Marketers, 6-3-2008 This summarizes an interview with e-mail gurus Ken Magill, Stefan Tornquist, Julie Katz, and Bill McCloskey. (1) Expand your definition of e-mail beyond messages in the inbox -- email is electronic messaging. Make messages readable on different platforms and formats. (2) Spam won't kill e-mail as a commercial channel, but marketers themselves may do that by over-mailing and sending irrelevant messages. (3) Move toward subscriber-focused e-mail programs that give readers more control in what they receive
8. What Is Your E-mail's Value?, by Stefan Pollard, ClickZ Experts, 5-21-2008 Success with e-mail marketing all boils down to one thing: providing demonstrated value in each e-mail you send. On your home page, the opt-in registration page, in the subscriber welcome message, and in your ongoing e-mails, find ways to emphasize the value of your e-mail to subscribers.
9. Why Content Is Still an Issue, by Stefan Pollard, ClickZ Experts, 6-4-2008 Sender Reputation is important if you want to get your e-mail delivered, but it isn't everything. Your content matters too. Deliver content that your subscribers will recognize, appreciate and trust, and they will be less likely to hit the "Report Spam" button.
10. Unexamined E-mail Isn't Worth Sending, by Al DiGuido, ClickZ Experts, 5-29-2008 If you aren't testing, analyzing, and leveraging customer data in your e-mail marketing efforts, you aren't taking full advantage of the medium. Make a fresh start, and get started with segmenting, testing, and getting results.
11. Why Are Our Targeted Weekly E-mails Getting Little Response?, by Patrick McHugh, B to B, 5-29-2008 When a marketing program does not work, always go back to the basics of marketing 101: right target, right message, right timing, right channel, McHugh explains.
12. Email Analytics Reveal Sweet Spots In Subject-Line Length, by David Goetzl, Media Post, 5-27-2008 Goetzl reports research findings that open rates climb when the subject lines of emails are in the 50-character range or 80-character range. But, perhaps counterintuitively, they fall in the middle when the length is 60 or 70.
13. Email Preferred Communicator by Consumers For Business Dealing, by Jack Loechner, Research Brief, 6-3-2008 Despite the rise of online threats and the emergence of other communication channels and Web 2.0 applications, 67% of consumers prefer email as a primary method of communications in their personal and business capacities.
14. Tips on How to Differentiate Your E-mail, Use Data and Improve Response, B to B, 6-9-2008 Discusses behavioral targeting based on open or click-through activity, updating your recipient profile data and monitoring your complaint rate.
15. Consumers Prefer E-Mail: Survey, Direct Magazine, 5-21-2008 A study by Habeas found that 67% of respondents prefer e-mail as a communications channel. 65% believe this will continue to be true for the next 5 years, far above future expectations for video conferencing 19%, instant messaging 17%, SMS text messages 12%, and Web meetings 12%.
16. Email Marketing for MySpace Artists, by Robert Burko, WebReference.com, 5-15-2008 Explains how to get signups for your e-mail newsletter on your MySpace site, by including an e-mails sign-up form in your profile.
17. Give your emails a sense of NOW, by Nick Usborne, , Making e-mails appear timely can cut down on unsubscribes or hitting the spam button. Connect with seasons, annual events, the news, etc. "Now" is the only time that is relevant to any reader.
18. Email Marketers Beware, FTC Changes Rules, by Michael Estrin, iMedia Connection, 5-14-2008 One rule mandates that each email contain an opt-out mechanism for the user. Senders will have 10 days to comply with the opt-out, another that the designated sender of a cross-promotion mail will be held responsible for the opt-out mechanism.
19. Five Ways to Build Reader Engagement, by Stefan Pollard, EmailLabs, 4-28-2008 Five ways to build e-mail reader engagement include: (1) humanize with a mascot or actual employee, (2) add a picture, build a bond, (3) add the conversation to the newsletter, (4) use audio or video when available, and (5) survey readers.
20. Email Secrets of a top Converting Website: ProFlowers, by Bryan Eisenberg, Future Now, 4-11-2008 Remarkable comparison between ProFlowers version of an e-mail where graphics aren't visible, and an all-graphics e-mail. Recommends using alt tags in e-mails for those who don't download images. Other tips include things to avoid that can get you into a spam folder.
21. Finding the Ideal Incentive, MarketingExperiments Journal, 4-11-2008 Incentives that come with an e-mail offer must be tested to determine which is "ideal." Three formulas help to determine the ideal incentive: (1) Perceived Value Differential (PVD), (2) ROIc, and (3) ROIc%.
22. Smart subject lines key to e-mail marketing success, Wine Enthusiast says, Internet Retailer, 4-10-2008 Win Enthusiast asks its e-mail copywriter to give them 10 subject lines for one e-mail. After whittling down the list to two or three, they do A/B tests with about 25% of their list, then send the winning subject line to the balance of the list.
23. Blocked images on incoming e-mails present problems for marketers, Internet Retailer, 4-10-2008 According to a 2007 study by the Email Experience Council, 21% of reviewed e-mails appeared blank when images were turned off in a customer's e-mail program. However, e-mails can be optimized for non-graphical display. SubscriberMail suggests displaying key messages as text above the fold, using HTML to code colors seen when recipients do not display images, using ALT tags that display a message, include a link to a web-based version.
24. Top Five E-mail Marketing Best Practices, by Jack Aaronson, ClickZ Experts, 4-4-2008 Tips for success: make registration easy, create a promotional strategy tailored to your audience, give a clear call to action, offer alternatives to opting out, and create timely e-mails using dynamic data based on past customer behavior.
25. Happy Birthday: Rewards for a Special Day, by Jeanne Jennings, ClickZ Experts, 4-21-2008 Many ideas and examples of how to send your subscribers a birthday greeting that accomplishes a business goal - such as sales.
26. E-mail ADD and the Power of Three, by Jeanniey Mullen, ClickZ Experts, 3-17-2008 Your e-mail recipients get far more messages than they can read and absorb. 3 techniques to cut through the clutter and get their attention: leverage associated notes, leverage attention nodes, and state why your information fulfills future needs.
27. Answers to Your E-mail Questions, by Karen Gedney, ClickZ Experts, 3-19-2008 Updated answers to hot issues in e-mail marketing: best days of the week to send e-mail, HTML vs. text messaging, what is a good open rate, and how accurate is open-rate reporting anyway?
28. Improve E-Mail Performance With Testing, Part 1, by Jeanne Jennings, ClickZ Experts, 3-10-2008 One of the easiest and least expensive ways to make e-mail efforts more effective is testing. What to test, how to test in different situations, and what kind of results to expect.
29. E-mail Marketing vs. E-mail Sales, by Jeanne Jennings, ClickZ Experts, 3-24-2008 True e-mail marketing involves much more than messages promoting offers. It includes branding and relationship-building, in addition to sales and lead generation. Developing non-sales content takes time and effort, but it can deliver powerful results.
30. The Best E-mail Frequency? It Doesn't Exist, by Stefan Pollard, ClickZ Experts, 3-26-2008 Discussion of how often to e-mail your list, focusing on setting up appropriate expectations before your subscribers opt-in, and then sticking to a reliable schedule or policy that your subscribers can trust.
31. A Love/Hate Affair With E-Mail Marketing, by Jeanniey Mullen, ClickZ Experts, 3-31-2008 Give some thought to the 5 ways your list subscribers will handle your messages (delete it, file it away, click through but postpone action, read and engage), and you will gain insight into how to improve your e-mail marketing execution.
32. How to Boost Deliverability Rates, by Karen J. Bannan, B to B, 4-10-2008 Bannan offers some tips to maintain and increase your email deliverability rates, including: segment your list by type, test monthly even if your list is small, authentication doesn't mean you can bombard your recipients with excessive mailings.
33. How Do I Introduce Behavioral Targeting into My E-mail Newsletter?, by Tricia Robinson-Pridemore, B to B, 4-10-2008 Targeting messages based on open or click-through activity is an easy way for you to communicate with your most engaged audience on topics they’ve already indicated are important. Discusses integrating your e-mail program with a Web analytics application.
34. 3 Strategies for Greener Email, by Wendy Roth, iMedia Connection, 3-31-2008 Applying the three "Rs" of environmentally friendly living to your email strategy can help you add green to the bottom line, says Roth: reduce mailings, reuse effective campaigns, recycle content for other uses.
35. Mobile Email Marketing Tips, by Stefan Pollard, EmailLabs, 3-25-2008 Article explains how to optimize email for viewing on mobile phones. (1) Offer a text option, (2) rethink tracking URLs, (3) be brief, (4) validate your website also.
36. Obsessed with Open Rates? Stop it; Focus on Feedback Loops, by Ken Magill, Direct Magazine, 3-11-2008 Feedback loops set up by ISPs to register and pass on complaints about an e-mailer must be monitored. If not e-mail may be blocked as spam.
37. Metrics with Email Marketing Software, by Robert Burko, WebReference.com E-Commerce Watch, 3-3-2008 Explains the value of three e-mail metrics: (1) Open rate can highlight problems with your e-mail subject, (2) link click-through measurements can tell you where your readers are looking, and (3) past readership habits can help you segment your list.
38. Using Email to Increase Sales, by Eileen Shulock, Search engine for Marketers, 3-3-2008 Tips on using e-mail to increase sales: (1) Focus on delivering more and more value, (2) engage new subscribers right away, (3) know who your subscribers are, (4) optimize to the most prevalent e-mail provider, (5) pay attention to bouncebacks, (6) the future is in segmentation, (7) romance your big spenders, (8) figure out how much revenue each e-mail should generate, (9) analyze response to offering one item vs. many items, (10) get simple for mobile devices, and (11) focus on finding new targeted su
39. Personalizing Emails with Your Auto-responder, by Bob Regnerus, The Leads King, 2-27-2008 Explains how to personalize e-mails using an autoresponder.
40. Metrics with Email Marketing Software, by Robert Burko, WebReference.com E-Commerce Watch, 2-8-1931 Explains what e-mail metrics can tell you: Open rate can highlight problems with your e-mail subject. Link click-through can tell you where your readers are looking. Past readership habits can help you segment your list.
41. Your 10-Point Quality-Control Checklist, by Stefan Pollard, EmailLabs, 2-11-2008 Provides a 10-point checklist for e-mails: (1) sending to the correct list, (2) proofread all text in Notepad, (3) verify the offer, (4) include unsub link and street address, (5) check subject line, from, dates, contact info, (6) all links, (7) preview preview pane with images disabled, (8) proof text message and provide link to HTML, (9) have one other person look it over, (10) check to make sure copy doesn't trigger spam filters.
42. Hotmail Delivery Tips for Sender ID and SPF, by Steffan Pollard, CickZ Experts, 10-10-2007 Discusses the importance for inbox delivery to Hotmail.com of Sender ID and SPF. Mentions Hotmail's specific SPF guidelines.
43. E-mail Copy Tips From a Great E-mail Copywriter, by Jeanne Jennings, ClickZ Experts, 2-25-2008 Expert advice focuses on the relationship between you (the sender) and the reader. How to put yourself in the customer's shoes, recognize what's in it for them, write about benefits, be clear about what you want the reader to do, and develop a voice for your e-mail copy.
44. E-Mail Marketing Grows Up, by Patrick McHugh, E-Commerce Times, 2-21-2008 Commercial e-mail delivery systems are increasingly capable of handling segmentation and precise targeting, but few e-mail marketers are taking advantage of such tools, due to the complexity of implementing sophisticated personalization.
45. Multichannel Marketing Highlighted at Email Evolution Conference, by Carol Krol, B to B, 3-10-2008 A good e-mail campaign is no longer enough to deliver success to b-to-b marketers. Today, marketers are expected to coordinate e-mail with other channels and perform the necessary analysis to make adjustments on the fly.
46. Deliver Easily Recognized Value with E-products, by Mary E. Morrison, B to B, 3-10-2008 Robert Dunn of Dow Jones & Co. says in interview regarding e-mails: "You really need to deliver something of value to the recipient within 2 seconds of them opening it." Suggests customized newsletters.
47. Get Higher Open Rates with the Right Welcome, by Lindsey Secord, iMedia Connection, 3-5-2008 Whether we are looking to inform customers about a new product or thank them for their business, the majority of our work relies on their ability to respond, says Secord. Discusses components that help create a successful welcome email.
48. Use the Recession to Your Advantage, by Chris Marriott, iMedia Connection, 3-10-2008 Marriott shows how to learn from Goodyear Tire to stay ahead of the curve by marketing during a recession, and keep 3 pointers in mind as you launch marketing campaigns.
49. How To Increase Email Response Rates, by Janet Roberts, Web Digest for Marketers, 2-4-2008 (1) Make sure people can see your message, since many block images. (2) Include text option for mobile readers, (3) provide clear call to action or value proposition, (4) use alt tags with images, (5) list ways readers can contact you, (6) keep offers up for a while, (7) test to eliminate errors and find optimal content, (8) segment and target e-mails, (9) engage with special offers, (10) segment to ferret out inactives, (11) keep your list fresh.
50. E-mail Testing: A Real-World Approach, by Karen Gedney, ClickZ Experts, 2-6-2008 A step-by-step process for carrying out tests on your own e-mail campaigns, answering key questions such as: how can I get more people to read my e-mails; and how can I get more clicks through to my website?