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 1069 items
This page contains items 1 to 50

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1. E-mail Isn't Hockey: Managing Frequency, by Jeanne Jennings, ClickZ, 5-4-2009 Since multiple people in an organization want to send to a list, excessive frequency can be a problem. One way is to use a single person as an e-mail traffic cop. Another is to develop a send schedule with frequency limits.
2. How to Prepare for an Online Direct Response Campaign, by Hollis Thomases, ClickZ, 5-19-2009 An e-mail direct-response campaign needs careful preparation. The author explains how to: (1) Define an advertiser's internal resources, (2) set realistic goals and expectations, (3) develop customized landing pages, (4) develop action-generating ad creative, (5) use unique phone numbers or call tracking, (6) use robust tracking and analysis, (7) deploy a well-balanced mix of tactics, and (8) establish a domain name strategy.
3. How to Get Your Mail Past the Inbox Bouncers, by Stefan Pollard, ClickZ, 5-20-2009 Having your name on your recipient's address book or Safe Sender's list is the best way to get your message read. Otherwise you have to get by the ISP blocking system and then out of the junk folder. Article explains how to do this. Suggests naming your brand in 3 or 4 of 7 locations: Sender, subject, snippet, alt tag, above the fold, and in contact information.
4. Four Tips for Offline E-Mail Address Collection, by Stefan Pollard, ClickZ, 5-6-2009 Offline e-mail address collection has challenges: typos, message misfire, timing the welcome e-mail, and quota or incentive-based collections. For accuracy: (1) repeat the e-mail address to verify, (2) require POS data upload within 24 hours, (3) send a confirmation or welcome e-mail immediately, and (4) beef up your welcome e-mail.
5. The Life of an E-Mail, by Jeanniey Mullen, ClickZ, 5-11-2009 Explains what a poorly designed e-mail in the spam folder tells you about the sender -- a back-handed way to teach how to design an effective e-mail.
6. How to Win Friends and Influence People by E-mail, by Karen Gedney, ClickZ, 5-13-2009 Networking through e-mail can be easy and enjoyable. Use it to attend events with a buddy, broadcast your schedule, join a LinkedIn group related to a networking group, stay in touch, keep the flow of conviviality going, and give beyond what people expect .
7. Adopting an E-mail Program Improvement, by Ed Henrich, ClickZ, 5-28-2009 Offers a case study on a total e-mail marketing makeover. Explains triggered/lifestyle strategy for welcome, browse, cart abandonment, and win-back functions. Then discusses a transactional cross-selling program. Concludes with KPI metrics and key learnings.
8. Gather, Don’t Hunt for E-mail Addresses: Study, by , Direct Magazine, 5-21-2009 A study of the best ways to grow e-mail subscriber lists found that 33% of e-mail marketers don't bother to evaluate the performance of list gather techniques. The quickest and most productive way is to capture e-mail addresses when consumers are highly engaged.
9. Top 10 E-mail Appending Mistakes to Avoid, by Jodi Baier, Chief Marketer, 5-27-2009 E-mail appending campaigns can be effective -- if you don't make these 10 mistakes, which include, ignoring other list-building opportunities, careless vendor evaluation, selecting a vendor on price, appending e-mails to a prospect list, not insisting on list cleaning, suppressions, deliverability, ignoring opted-out results, mistakes in first names, and dumping appended results into your house list immediately.
10. Email Marketing: Split Testing Improves Results “Up to 191 Percent”, by Matt Carroll, Practical eCommerce, 5-26-2009 Split testing of e-mail marketing campaigns can improve open rates, click-through rates, and purchase conversion rates. Element to test include subject lines, headlines and other copy, images, calls to action, number of products promoted, landing pages, and timing. Suggests split texting a small sample only -- 20% of the list.
11. Some Elements of Good and Bad Subject Lines, by Neil Anuskiewicz, StreamSend blog, 5-12-2009 A subject line should be fairly simple and set proper expectations. Bad subjects include high powered, hyped claims, all caps, exclamation marks. Gives an example of a good subject line that conveys a sense of urgency and anticipation.
12. Thinking of Using an ‘Old’ List? - Part 1: The Risks, by Kevin Huxham, CakeMail Blog, 5-1-2009 If you haven't sent to a list for 6 months or so, and now want to send a weekly newsletter, you may get deliverability problems -- sending to spamtraps and getting your domain and/or IP blacklisted, since ISPs sometimes use deactivated e-mails as a way to spot spammers.
13. Thinking of Using an ‘Old’ List? - Part 2: Prepare your Re-Opt in Email, by Kevin Huxham, CakeMail Blog, 5-1-2009 Offers several suggestions to preparing a re-opt in e-mail: Identify yourself, subject shouldn't look like spam, explain how you got their e-mail address, plans for e-mails in the future, etc. Give some time to receive subscriptions.
14. Thinking of Using an ‘Old’ List? - Part 3: List Cleaning 101 and Hardbounces, by Kevin Huxham, CakeMail Blog, 5-4-2009 Explains what a hardbounce is and how ISPs view hardbounces. Confirm new leads to prevent these.
15. Get the Most out of Your Welcome Email, by Mary Kathleen Sullivan, iMedia Connection, 6-16-2009 Sullivan suggests thinking of your "welcome" email as a first date. Offers tips on putting your best foot forward, and sending customers the best welcome email that you can.
16. The Symbiotic Relationship between Email and Search, by Blaine Mathieu, iMedia Connection, 6-15-2009 Search marketing and email campaigns are often seen as separate tactics. However, email campaigns can now be published to the web via new social media channels. Search marketing can drive more eyeballs to a particular email initiative, Mathieu writes..
17. Inbox Insider: Mobile and E-mail Are No Longer Different Channels, by Dianna Dilworth, DM News, 6-2-2009 E-mail and mobile are getting more and more linked together and e-mail marketers should be thinking like mobile marketers as well, Dilworth advises.
18. E-mail Marketing vs. E-mail Sales, by Jeanne Jennings, ClickZ, 4-20-2009 Discusses the difference between e-mail sales/lead generation and true e-mail marketing, which includes the latter but also branding and relationship building to make future sales easier. Discusses reasons companies focus on e-mail sales rather than true e-mail marketing.
19. Two Free E-mail Deliverability Tools, by Jeanne Jennings, ClickZ, 4-6-2009 Discusses two e-mail deliverability tools: (1) Sender Score, a quantitative indicator of your e-mail reputation. (2) ESD Alerts monitors e-mails from any IP addresses you designate.
20. Playing the E-mail 'Match Game?' Be Careful!, by Stefan Pollard, ClickZ, 4-22-2009 Appending e-mail address to other data in your database places you at risk, since it is an opt-out subscription, will have older addresses, and higher bounce rates. Recommends letting the append vendor send the initial e-mail to scrub bounces. Make your first message an invitation to opt-in, eventually delete addresses that aren't active.
21. Your Reputation Can Throttle Your Delivery, by Stefan Pollard, ClickZ, 4-8-2009 Throttling admits only a limited number of messages from senders with dubious reputations and blocks all messages above that limit. Explains how to detect throttling. Lists issues that help shape your reputation and how to improve it.
22. Synch Your E-Mail Calendar, by Karen Gedney, ClickZ, 4-29-2009 E-mails should be timed to fit your customers' calendars. Reject deadlines that conflict with reality, respect religious calendars, synch with school calendars, realize that more people are working instead of vacationing this summer.
23. Revive the Lost Art of Direct Response Copywriting Online, by Karen Gedney, ClickZ, 4-15-2009 Suggests direct marketing tips that translate well to e-mail: (1) The "Johnson box" - a mini-billboard of copy that calls out the most compelling message and call to action. (2) Short sentences. (3) Indent for emphasis. (4) Increase scanability with underlines, boldface, and italics. (5) Use PS at the end. (6) A mini-ad in a sidebar.
24. Creating a Good E-Mail Marketing Strategy, by Ed Henrich, ClickZ, 4-30-2009 The perfect can be the enemy of the good. Offers several e-mail "good enough" approaches in: (1) segmentation, (2) triggered messaging, (3) suppressing inactive subscribers, (4) calculating e-mail acquisition costs, and (5) optimizing the production process.
25. Top 10 Triggered E-mail Programs to Build Relevance, by Ed Henrich, ClickZ, 4-2-2009 Discusses how various triggered e-mail programs work: welcome, cart-abandonment, transactional messages, referral program from net promoters, win-back, pre-trip countdown, post-trip relationship, browse program, special occasion reminders, automated refill-reminder service.
26. Transactional Emails: Make Your First Impression Count, by Loren McDonald, EmailInsider, 4-23-2009 Offers best practices for transactional e-mails: (1) Owned by marketing department, (2) use a separate IP address, (3) redesign the inbox presence, (4) message content front and center, (5) create an attractive and organized message, (6) add personality that supports your brand, and (7) initiate and expand the customer relationship.
27. Use E-mail to Listen to Customers, by Karen J. Bannan, B to B, 4-20-2009 Figuring out how to get people talking so you can listen isn't always easy. Offers ways you can increase your chatter factor and get the most out of what you're hearing. A warning: if you solicit feedback don't ignore it, says Bannan.
28. Sales & Marketing: E-Mails That Sell, by Kasey Wehrum, Inc. Magazine, 5-1-2009 The average employee sends about 38 e-mails a day. Could those be wasted marketing opportunities? Wehrum reviews products and services offering e-mail enhancements for employees as they simply keep up with regular correspondence.
29. Top 10 Ways to Fine-tune Your Email Campaign, by Scott Sutton, iMedia Connection, 5-12-2009 For those who have mastered the basics, Sutton offers email best practices to boost performance and help quantify your program's value. Includes lifecycle segmentation, preference-driven dynamic content and content optimization.
30. Digital Communications: It's Not Just E-Mail Anymore, by Heidi Cohen, ClickZ, 3-9-2009 Argues that e-mail isn't sufficient. A digital communication strategy must include 5 forms of digital dialog: (1) e-mail, (2) mobile, (3) RSS, (4) chat, and (5) social media. Plan messaging based on (a) target market, (b) objective, (c) communications vehicle, (d) message, (e) supporting marketing, and (f) success metrics.
31. Report: The Newest E-mail Benchmarks, by Jeanne Jennings, ClickZ, 3-9-2009 Based on the Epsilon Email Trends and Benchmark report covering 2008 Q3, benchmarks are: (1) Deliverability about the same at 93.5%, open rates 19.8% down from 23.9% two years ago, CTRs at 5.9% declining from 7.3%. The full report is available free.
32. Tips to Beat the Odds for Address-Book Addition, by Stefan Pollard, ClickZ, 3-11-2009 How can you get e-mail subscribers to whitelist your e-mail address or put you in an address book? At present only 25% comply. Offers strategies to help customers see you as more relevant to their needs, then explains how to ask them to whitelist you.
33. The Future of E-Mail: Four New Marketing Segments You Need to Know About, by Jeanniey Mullen, ClickZ, 3-16-2009 E-mail segments used to be responders and non-responders. The author describes 4 new segments: (1) the social influencer, (2) the high-value customer, (3) the wannabees, (4) the 'this is spam' clickers or unsubscribers.
34. Increasing Readership for Your E-Newsletter, by Karen Gedney, ClickZ, 3-18-2009 To increase readership recommends: (1) Post articles in the news section of relevant LinkedIn groups, and (2) display links to past articles in your current issue.
35. Seven Questions for Co-Registration Service Providers, by Derek Harding, ClickZ, 3-19-2009 Co-registration companies supply leads and subscriptions to a variety of companies. But some of them are unscrupulous. The author supplies questions to help you explore a company's offering thoroughly before signing up.
36. Segmentation: Yes, You Can!, by Ed Henrich, ClickZ, 3-5-2009 Explains how to do e-mail segmentation in spite of common obstacles. Gives two case studies of retailers' results with segmentation.
37. Why 'Opt-Down' Improves on 'Opt-Out' for Unsubscribers, by Stefan Pollard, ClickZ, 3-25-2009 When someone wants to opt out of your e-mail list, you can offer a multi-option choice that can reduce e-mail frequency, define your message streams clearly, start with a short survey, encourage subscribers to update their preferences regularly, and act on what subscribers are telling you.
38. Use Your Post-Conversion Page To Grow Email Subscribers, by Dan Barker, BeRelevant!, 3-16-2009 Following conversion or a subscription, consider inducing people to recommend you to a friend by offering (1) a free gift, (2) the competition, (3) a special offer, or (4) a special offer the next time they shop.
39. Not All Double or Confirmed Opt-In Requires a Confirmation Email, by Anne P. Mitchell, Getting Email Delivered, 3-13-2009 A confirmation request makes sure that the subscriber really wants to be on your list. But you don't need to confirm permission if a user pays to receive an e-mail newsletter, or when someone participates in an e-mail discussion list.
40. What Are Some Good Ideas for Sending E-mail Campaigns?, by Janine Popick, B to B, 4-16-2009 Popick offers 5 things you can write about today: 1) Highlight a customer, 2) promote awards and reviews, 3) provide how-to tips, 4) shocase photos in e-mail, and 5) create campaigns around holidays.
41. Designerpages.com sees success with e-mail campaign, by Karen J. Bannan, B to B, 4-16-2009 Bannan describes an integrated system to handle e-mail requests an online resource for designers and architects was getting from customers. Tells ways the company increased its open rate to 60%.
42. Making Your B-to-B E-mail Campaign a Success, by Arthur Middleton Hughes, B to B, 4-13-2009 Suggestions: treat your readers as insideers, leverage the knowledge of top executives, know how your e-mail looks in a preview pane, create mobile versions of your messages.
43. Email Strategy Lifts Revenue Opportunities, by Elizabeth Glagowski, 1 to 1, 3-16-2009 By integrating its customer data that was residing in hundreds of areas across its organization, a Netherlands company was able to expand on revenue opportunities through more targeted and relevant email marketing programs.
44. Opt-In Email Next Best After Family and Friends, by Jack Loechner, Media Post, 3-13-2009 As inboxes are becoming more crowded with marketing messages, marketers are finding they must adapt to sustain gains made via their recent email marketing efforts. Explains importance of permission-based, or "opt-in" email marketing.
45. Email Preheaders Work, So Make Them Work For You, by Anita M. Taylor, Lyris HQ, 3-20-2009 Preheaders are the short text blurb that appears at the very top of your e-mail, the first thing your recipient sees. Consider using a preheader as a call to action and an extra incentive to open. Steps: (1) Decide whether you need a visible preheader, (2) decide whether you need a better inbox-teaser text, (3) test to see what works and brag about your results.
46. Is there Anything E-mail Can't Do?, by Christopher Hosford, B to B, 3-9-2009 With extended reporting and management tools, an e-mail solution can essentially be a poor man's CRM (customer relationship management) application, Hosford explains.
47. E-mail: Evaluating Dedicated vs. Shared IP Addresses, by Jeanne Jennings, ClickZ, 2-23-2009 Explains the importance of the IP address that e-mail is sent from in reputation and blacklisting. But low-volume senders may not have enough volume to "qualify" for a reputation.
48. Three Tactics to Manage List Inactivity, by Stefan Pollard, ClickZ, 2-25-2009 To manage your inactive e-mail list members (no click-throughs, no opens), the author suggests: (1) segment out inactives in optimization testing, (2) separate former clickers from never clickers, (3) use inactives to hunt down problems with collection sources or problems.
49. Are You Really, Really Sure?, by Bill McCloskey, ClickZ, 2-12-2009 Argues that while once double-opt-in subscriptions was the industry best practice, it is no more. (1) It doesn't guarantee deliverability, (2) confirmation e-mails get lost. Double opt-in makes it nearly impossible to grow your list. There are too many hurdles to overcome.
50. Single Opt-In Done Properly, by Sara Ezrin, Email Responsibility, 2-20-2009 Double opt-in will not facilitate list growth. But advocates a clean sign-up process that shows samples of e-mails a person might receive. A welcome e-mail reminds the subscriber within 3 days.