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 899 items
This page contains items 1 to 50

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1. Really Simple E-mail Segmentation: Getting Openers to Click, by Jeanne Jennings, ClickZ, 8-25-2008 Notes that an "open" is only triggered when images aren't blocked by the ISP or the end user's e-mail program. But if images show in the preview pane that 69% of business people us they do see the message. Make sure you know what your message looks like in the preview pane. The more of the contents they can see, the more they are likely to open it.
2. Really Simple E-mail Segmentation: Going Offline, by Jeanne Jennings, ClickZ, 8-11-2008 A third phase of a reactivation campaign is to contact inactive list members via postal mail. The author shows a sample postcard.
3. Five Tips for Building Better Segments, by Stefan Pollard, ClickZ, 8-27-2008 To create better e-mail segments in your list: (1) invite readers to fill out or update their profiles, (2) use the SEO terms that drive the most traffic to your site, (3) target messages based on subscribers' past behavior, (4) interview the people who talk directly to our customers, (5) see where people click in your e-mail messages.
4. A Good E-mail Marketing Program Costs Money, by Elana Anderson, ClickZ, 8-28-2008 Good e-mail isn't free. Costs include (1) analytic data mart, (2) analytics team, (3) marketing database, and (4) campaign management and automation tools. Makes several suggestions for reorganizing e-mail marketing in a company.
5. How We Improved Our Newsletter Subscription Process, Email Experience Council, 8-29-2008 Describes improvements a business made to the (1) sign-up confirmation page, (2) subscription confirmation e-mail, (3) subscription confirmation page, and (4) welcome e-mail.
6. Embedding images revisited, by Mathew Patterson, Campaign Monitor Blog, 8-28-2008 Discusses problems with embedding images in e-mails, but a bit better experience with the images as a Base64 encoded attachment to the message.
7. Broken Graphics and the 40/40/20 Rule, by Ken Magill, Direct Magazine, 8-26-2008 According to the 40/40/20 rule, a direct marketing campaign’s likelihood of success is determined 40% by the offer, 40% by the list or target it reaches and just 20% by the creative approach employed. But with blocked or broken graphics, the offer often doesn't get through.
8. Four Common Assumptions Masquerading as Best Practices, by Stefan Pollard, Lyris News, 8-26-2008 Discusses (1) length of subject line related to opening rates and click-throughs, (2) more links = more clicks fallacy, (3) navigation bar rules (not), and (4) the blocked image effect.
9. Retail Email Rendering Benchmark Study: Executive Summary, Email Experience Council, 6-5-2008 Discusses the effect of image blocking on e-mail marketing. Recommends (1) making sure the first line (pre-header or snippet) is in text format and provides a value statement about your e-mail content, (2) replace text that's embedded in images with HTML text, and (3) put calls to action in text format.
10. Buff Enough for a Tough Economy? Ten E-mail Exercises, by Karen Gedney, ClickZ, 8-20-2008 Tips to increase e-mail response: (1) shorten your subject line as much as possible, (2) go beyond your first subject line idea, (3) jumpstart your message, (4) trim the banner size, (5) use the sidebar, (6) begin with a powerful first sentence, (7) go long, (8) make it scannable, (9) Finish strong, (10) use alt-text tags with images.
11. Who Says People Don't Respond to Long E-mail Copy?, by Karen Gedney, ClickZ, 8-6-2008 Put at least two action links in your body copy and track results. You may get a significantly higher response to the second link. Try a third link, a link in your P.S., and test placement of secondary call to action links.
12. Three Rules for Reconfirming E-Mail Lists, by Derek Harding, ClickZ, 8-7-2008 Some marketers are embracing the concept of a list exit strategy -- a process to identify and gracefully remove recipients who are non-responsive. (1) Select the recipients based on non-activity, (2) keep options open, and (3) ensure that the creative is clear, simple, and has a strong call to action.
13. HTML Text Prevents Disappearing Ads, by Stefan Pollard, Lyris HQ, 8-13-2008 Gives examples of how a newsletter can look with images blocked and what to do about it.
14. Avoiding Stupid E-mail Tricks, by Karen J. Bannan, B to B, 9-4-2008 Banna reports tips to help keep your e-mail list safe from spammers who write scripts to pump a large amount of bad data into a form, including: monitor where your opt-ins are coming from and segment your list by length of subscription.
15. What Role Does Data Play in an E-mail Marketing Campaign?, by Jay Kulkarni, B to B, 9-4-2008 Kulkarni discusses the 2 main types of data that help drive meaningful interaction: profile data and aggregate data.
16. 5 Ways to Shake the Dust from Your Email Program, by Wendy Roth, iMedia Connection, 9-2-2008 As a marketing channel, email isn't going away. But your readers might if you don't constantly look for new ways to engage them, advises Roth. Tips include adding a new mailing list and mobile-izing your contacts.
17. Email's Hidden Superpower, by Jason Oates, iMedia Connection, 8-20-2008 With consumers cutting back on everything, it is more important than ever for marketers to get their campaign messages right the first time consumers interact with their brands online, says Oates, and email has been shown to increase awareness 37%.
18. Email's Hidden Superpower, by Jason Oates, iMedia Connection, 8-20-2008 Oates reports that new research indicates email is an effective way to increase brand favorability for both direct response and brand advertisers, not simply as a customer-acquisition medium.
19. Study: E-mail Critical to Customer Retention, by Karen J. Bannan, B to B, 7-3-2008 Technology-enhanced interaction between employees, suppliers, investors and customers will be key for those companies looking for success in the coming years, according to study. Email is the preferred business communication for 93% of respondents.
20. Alchemy: Email Marketing Favors Longer Subject Line, by David Goetzl, Online Media Daily, 7-7-2008 Subject lines that are 50 characters or less (or fewer than 6 words) generate high open rates, but not a high number of click throughs, research shows, unless there is a powerful single message such as "Nike trainers -- 50% off."
21. Use of Digital Media Rising, by Carol Krol, B to B, 7-14-2008 Offline media remain extremely important to integrated campaigns, according to study by the Direct Marketing Association. Of media campaigns researched, 79.1% used e-mail, which led all other media, but 75.4% also used direct mail.
22. Aberdeen Study: Segmentation and Personalization Boost E-mail, Direct Magazine, 7-29-2008 According to new research data findings released by Aberdeen Group, personalization techniques yield 57% high average orders than non-personalized e-mail. The top 20% of companies achieved an average 51% in e-mail open rates, 42% increase for click-through response, and 26% increase in conversion rates through segmentation.
23. 9 Ways to Increase Solo Email Response Rates, by Larry Chase, Web Digest for Marketers, 7-28-2008 Experienced marketer Larry Chase offers tips for solo e-mail campaigns: (1) timing is important, (2) keep subject lines under 35 characters or shorter, with numbers and details, (3) short copy, (4) test, (5) watch how your competitor is using solo e-mails , (6) make friends with the list owner, (7) get a copywriter, (8) beware of list fatigue -- he allows only one solo mailing each week, (9) ask where new members come from, (10) put a call to action link at both the top and bottom.
24. Retail Email Rendering Benchmark Study: Executive Summary, The Retail Email Blog, 6-5-2008 Since approximately half of all e-mail users are suppressing images by default, e-mail design hasn't caught up. Only 42% of the top 104 retailers studied used a good mix of text and images; only 63% used alt tags adequately. Emails from 23% were completely unintelligible in an inbox environment. Of those who redesigned and tested, 32% reported higher open rates, 17% reported higher conversions. Estimated ROI after redesign: $4.40.
25. Boost Deliverability by Listening Better, by Stefan Pollard, ClickZ, 7-2-2008 Listening to customers is key to effectiveness. Pollard outlines 9 areas where you must listen and respond: (1) opt-in confirmation, (2) your official e-mail feedback address, (3) e-mail sending address, (4) e-mail preference page, (5) inactivity, (6) unsubscribe, (7) spam complaints, (8) interaction in the message itself, (9) on social networks.
26. Four E-mail-Blocking Causes and How to Fix Them, by Stefan Pollard, ClickZ, 7-30-2008 When ISPs block your e-mail, it's usually for one of 4 reasons: (1) technical sending problems, (2) excessive invalid addresses, (3) excessive spam complaints, and (4) spamming-looking content. He makes specific suggestions for correcting problems in each of these areas.
27. Really Simple E-mail Segmentation: A Framework, by Jeanne Jennings, ClickZ, 6-2-2008 Shows how to segment your e-mail recipients into four basic categories: (1) new to the list; (2) no opens, clicks, or conversions; (3) opens, but no clicks or conversions; (4) opens and clicks, but no conversions; and (5) opens, clicks, and conversions.
28. Really Simple E-mail Segmentation: The Reactivation Campaign, by Jeanne Jennings, ClickZ, 7-28-2008 Based on a segmentation model explained in an earlier article, she identifies "inactives," who haven't opened or clicked in some time. The second phase of reactivation is to send 4 or more standalone e-mail messages to encourage participation. The author gives negative examples of these letters. Three responses should be offered: (1) confirm to continue at this e-mail address, (2) confirm to continue at a different e-mail address, (3) unsubscribe, while making the case for why someone should keep receivi
29. E-mail Bounces, Hard and Soft, by Derek Harding, ClickZ, 7-10-2008 Argues that there is no exact agreement on definitions of hard and soft bounces. Rather than oversimplify into hard or soft, look deeper into the reasons for the bounce.
30. 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.
31. 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.
32. 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.
33. 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.
34. 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.
35. 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.
36. 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
37. 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.
38. 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.
39. 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.
40. 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.
41. 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.
42. 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.
43. 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.
44. 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%.
45. 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.
46. 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.
47. 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.
48. 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.
49. 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.
50. 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%.