You’ve known all along that rumors of e-mail’s demise have been greatly exaggerated. It’s still the workhorse of online marketing. Check out our experts’ insights on everything from copywriting to deliverability.

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Acquisition Isn’t Oz: Follow The “Yellow Brick Road” Of Email Marketing Success

yellow-brick-road-shutterstock Attracting new prospects to your enterprise is obviously key to a successful business, but that is just the beginning of the process. To be successful over the long term, you need to be driving relevant customer experiences so that all your clients embark on the Yellow Brick Road (YBR) to the highest customer lifetime value. Keeping customers on the golden pathway means developing a series of explicit steps that will deliver the maximum benefits and satisfaction to them. The focus here should not merely be on how great your return might be, but on how you can customize your product or se [...]


Data-Powered Message Strategies That Drive Better Customer Experiences

United-Dayton Most email marketers are data junkies. They track their deliverability, spam rate, bounces, clicks, clicks-to-open rate, conversions and many other stats -- as well they should. But the data we collect and track as email marketers, and the tools and methods available to us -- to improve results or resolve problems or provide new services -- are changing fast. It's becoming possible to leverage data to do things in the email channel that simply weren't possible even just a few years ago. But just because we can doesn't mean we should. Where exactly should we draw the line between using da [...]


How To Handle Email Marketing For Franchise Brands

shutterstock_125281946-envelopes-franchises More and more, franchise brands are embracing email marketing to help them on a number of fronts. Often, franchisers deal with a number of different types of franchisees -- single location, multi-location, multi-state, small corporations, partnerships, solely owned, highly sophisticated, unsophisticated, etc. Fragmentation is more the rule than the exception, so clear and consistent messaging, while hugely important to the overall brand, is a significant ongoing challenge. The appropriate application of technology to business needs allows templates and content to be developed at the corp [...]


How Blacklists Ruin Christmas For Email Marketers

holiday-retailer9-600 [caption id="attachment_91580" align="aligncenter" width="600"] This article is part of Marketing Land's Holiday Retailer series[/caption] A blacklist is a way of blocking IP addresses or domains of email servers sending out identified spam. Once a spam source has been identified, the blacklist owner will place the domain and/or IP address onto a list so that anyone can query it and block these spam sources, whether you’re an email provider like Gmail or someone running your own business. There are literally hundreds of public blacklists in operation around the world, and even more pri [...]


How To Win With Email During The World Cup (There’s Still Time!)

shutterstock_178258670-world-cup-soccer-ball The World Cup has begun and it finally seems like excitement in the U.S. is on par with the rest of the world. This year, a record 31.5 million Americans tuned into the most recent season of the English Premier League, and with U.S. World Cup viewership steadily on the rise (16.9 million Americans watched in 2006 and 24 million Americans in 2010), interest this year is likely to be the highest ever. Understandably, television advertisers in the U.S. have been quick to jump on this growing audience, raising budgets for soccer events by 43% since the last World Cup to $378 million in 201 [...]


5 Tips For The Email Deliverability-Obsessed

shutterstock_123751234-emailbox Email deliverability is like a mythical sphinx wrapped in a 3,000-piece jigsaw puzzle. An incredible number of factors go into whether your email was delivered, how fast it was delivered and where it landed (primary, social, promotions tab, or the dreaded spam folder). Also, every ISP, like Gmail, Yahoo or Hotmail, behaves differently when it comes to accepting email, and they are very tight-lipped about their algorithms. Finally, once you attain a good sender reputation by properly warming up your IP address and cleaning out your hard bounces and spam traps, you must work hard to maintain i [...]


3 Fool-Proof Email List-Building Strategies With Facebook

facebook-email Though social followings and social engagement play an important role in any company's overall online presence, nothing beats email when it comes to accessing prospects on demand. Consequently, getting customers to make the leap from "fan" to "subscriber" is an important conversion point for many online business -- but it's often not done with much finesse. In this article, we'll look at three simple methods for taking "fans" willingly off of Facebook and onto your email list -- all without damaging your relationship with social followers. 1. Free, Specific "How-To" Content Via E-Book [...]


Get A 31% Increase In Email Revenue With A Dedicated Infrastructure

mobile email open rates Q1 Mobile marketing, like text and push notifications, is growing fast -- but email is still the primary channel for marketing communication and customer engagement. Everyone has email and uses it daily, checking everything from work accounts to personal accounts, on a variety of devices such as PCs, tablets and mobile phones. The growth of new channels just serves to strengthen the primacy of email as a marketing tool. In fact, according to a recent report by Movable Ink, 66% of emails in Q1 2014 were opened on a mobile device such as a smartphone or tablet. [caption id="attachment_83284" [...]


Everything You Need to Know About The Canadian Anti-Spam Legislation

email-spam-600 The Canadian Anti-Spam Legislation (CASL) has been long in the works and will finally be enforced starting on July 1st, 2014. But what is it exactly, and why should anyone outside of Canada care? Read on for some frequently asked questions and available resources to help comply with the upcoming CASL enforcement date. CASL is applicable to anyone who "makes use of commercial electronic messages." More specifically, if you have an email address in your email marketing database that belongs to a Canadian, or if anyone opens an email in Canada, this law is applicable. The law has require [...]


Email Win-Back Programs: Do They Work?

email-marketing-globe-world-featured For any marketer, not just email marketers, retaining customers is an important yet challenging task. Inactive subscribers present two problems to email marketers: one is obviously the lack of conversions or purchases that are the lifeblood of businesses; the other is reduced deliverability. As spam filters rely more and more on subscriber engagement, having a high number of inactive accounts can cause a business’s emails to be delivered to spam, which further depresses response and conversion rates. Win-back campaigns are used to combat inactive addresses, and they allow marketers to [...]


The Disconnect Between Transactional & Promotional Emails

shutterstock_158342063-disconnect Many major retailers do not send their transactional emails from the same email service provider (ESP) as their promotional emails. In fact, transactional emails are often delivered via an in-house solution or via the company's e-commerce platform. Brands cite a variety of reasons for this, including: Transactional and promotional emails typically originate from two distinct systems They are managed from two different departments (marketing and IT) It is "free" to send transactional emails from the current solution They don't see a value proposition that justifies moving the tran [...]


4 Tips To Survive Your Email Subscriber’s Digital Spring Cleaning

email-marketing-600 Spring is here -- that time of year when everyone starts cleaning out all the "stuff" they've accumulated. But while the spring cleaning ritual will undoubtedly include some heavy dusting, house-wide reorganization and purging of clutter, it's no longer limited to people's physical lives. With today's digital lifestyle, that clutter invariably lives on PCs, tablets and mobile phones, so expect consumers to "spring clean" their devices, too. Why should this matter to us as marketers? Because if we're not careful, our communications will get tossed out with the junk. Now is the time to [...]


How Email Marketers Should Mark Up Messages For Gmail’s New Grid View

picture 3 Google just transformed the inbox again with Gmail Grid View that turns the Promotions tab into a visual shopping mall of marketing emails. For marketers, the question is: how do I get it to work, and what will my emails look like if I don’t do anything at all? I did some testing and noticed some interesting things. For grid view, Gmail is using “Actions in the Inbox,” which it announced in early 2013. Actions in the Inbox uses schema.org markup that takes information in an email, turns it into structured data, and then makes the structured data usable as an action. For example, t [...]


How Email Marketers Can Make Birthdays Come More Than Once A Year

Happy Half Birthday As you evaluate your 2013 email programs and work on your 2014 initiatives, be sure to take a hard look at how much of your revenue from email is attributed to triggered programs, as compared with promotional emails. From my experience, 20% is a good, general target for the amount of overall revenue that should be attributed to triggered programs. Triggers are key to a successful email program; they have higher engagement metrics because they are based on user behaviors or data and higher ROI because they have minimal ongoing operational costs. Triggers With Opportunity Welcome email(s [...]


Everything You Need To Know About Gmail’s Auto-Unsubscribe

gmail-featured Gmail recently announced the addition of an auto-unsubscribe feature to promotional messages, making it easier for Gmail users to unsubscribe from messages they no longer want to receive. On most promotional messages with unsubscribe options, Gmail users are seeing a more prominent link at the top of the email beside the sender's name, allowing them to unsubscribe without looking around for the typical place at the bottom of the message. Marketers have asked if this is a good thing or bad thing for them, and others have asked how they need to get it implemented. In this post, I’ll explain [...]


6 Things To Watch For Better Gmail Deliverability

gmail-app-logo For most email marketers, reaching the inbox at Gmail is difficult, and trying to discover why emails aren’t reaching the inbox is downright confusing, if not nearly impossible. (Though Google is reportedly piloting a feedback loop program for email service providers (ESPs) that might help address this.) For now, Gmail’s Bulk Sender Guidelines offer general advice for marketers sending to Gmail subscribers, but they lack specifics. At Return Path, we recently analyzed hundreds of thousands of campaigns from thousands of senders to find out what marketers should be paying attention to. [...]


10 Ways To Cure The Post-Holiday Email Blues

sad-dog-computer-laptop-600 Now that we're beyond the volume increase around Black Friday, Cyber Monday and Christmas, are you suffering from the post-holiday email blues? After having sent so much volume to drive holiday sales, you may need to get back on track with relevancy in your email campaigns. Try these strategies for engaging your holiday subscribers in 2014. 1. Reward Subscribers That Purchased During Holiday Say thank you to your subscribers that purchased during holiday. Don't follow up with an automated post-purchase email; send an authentic, dedicated thank you message that includes a bounce-back offer [...]


Email Is The New Email

Untitled So many lessons that apply to digital marketing as a whole were learned in email. Email marketing encompasses everything from brand introductions and product recommendations to advanced content marketing strategies and purchase transaction confirmations. Despite email having the highest ROI of all digital marketing channels and being the most direct route to the customer, marketers don’t give it the attention or budget that it deserves. According to a recent study by the Economist Intelligence Unit, marketers spend significantly less on email marketing than other digital interactive [...]


Rise Of The Real-Time Inbox: The Opportunity For Email Marketers In 2014

email-marketing-globe-world-featured Before the advent of the internet, marketers relied on snail mail to reach audiences in mass quantities, not knowing for certain whether the people they targeted would even be interested in what they had to offer. Thankfully, the digital era has simplified the process of reaching audiences through other channels like email, social and mobile, and has provided the data necessary to know generally what that person will be interested in. Yet, even in this digital age, marketers are missing opportunities to provide targeted and relevant messages to each individual customer or prospect. As the s [...]


5 Ways To Kick Start Your Email Marketing This Year

email-marketing-globe-world-featured The new year is upon us -- and there is no better time than the start of the year to review your email marketing campaigns and make improvements. Here are five things you must review early this year to set your campaigns on the path to success! 1. Learn How To Maximise Your Subject Line If you open most modern email marketing clients (on the web or your mobile phone), you'll see something like this: What we're looking at here are the three components of the "modern" subject line: The From name (e.g., "ImpulseFlyer") The actual Subject line (e.g., "Last Few Days…") The message [...]


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