Email Marketing refers to the use of email to share marketing messages with customers and prospects. Although it may not be as glamorous as other online marketing tactics, when done right email marketing remains a very effective way of generating sales and/or leads.

Infographic: What People Put Into Their Email Signatures

The email signature is perhaps one of the most overlooked marketing opportunities out there. Everyone emails. Each email we send is an opportunity to share more about our brands. Do we do that? Almost half use no signature at all. Of those that do, most overlook adding information about their company or social media accounts. The folks at, a contact management solution, looked at 700 million emails processed through their systems since 2011. Only 52% had email signatures. Of those, most people (70%) included their name, followed organization/brand (58%). In terms of conta [...]

5 Email A/B Split Test Ideas You Haven’t Tried

tsubo-example-responsive-email-template You’re probably sitting there thinking, "A/B testing my emails is hard!" or "Where do I even start with A/B testing my email campaigns?" The truth is, most online businesses could spend a lot more time testing their email marketing campaigns, and this means you can stand out from the crowd by being one of the companies that does. If you're looking for ideas on what to test, here are five things you can experiment with -- they're likely things you have never tried. Let's break each idea down and throw in a few examples so you can learn to harness the full power of A/B testing for you [...]

How To Convert Email Subscribers To Customers

Email is a great vehicle for reducing the time between key milestones for a subscriber. After all, subscribers are great, but customers are even better. Take advantage of email’s automation capabilities with these triggers at various subscriber milestones to create additional purchases. Subscribers That Have Never Purchased The first of these key milestones is reducing the time between when a subscriber signs up for email and the time of their first purchase. Start with a dive into your subscribers' purchase history. What you’ll most likely find is that the majority of subscribers on [...]

Study: Email Lands More Customers Than Facebook Or Twitter, But Still Fewer Than Organic Search

email-marketing-featured A new report from marketing software provider Custora found that customer acquisitions gained via email marketing has quadrupled since 2009, with email delivering more customers than Facebook or Twitter. According to the report, email accounted for only .88 percent of online customers acquired in 2009, but that number grew to 6.84 percent by Q2 2013. Facebook and Twitter's combined customer acquisitions have accounted for less than one percent this year. Even after an upswing of nearly seven percent during the last four years, email still falls behind organic search, which has accoun [...]

Analyzing Subscriber Complaints For Better Inbox Placement & Response

It’s summertime, which means marketers are starting to think about and plan for Christmas email campaigns. As most marketers realize, subscriber reach -- specifically inbox placement -- can truly make or break an email campaign. To avoid the spam folder this holiday season and beyond, marketers should analyze subscriber complaints. A subscriber complaint is marked every time someone receives an email and the subscriber marks it as spam or junk. This information is fed back to the mailbox providers (the Yahoo!s, Gmails, and Hotmails of the world) and informs the spam filters if and where t [...]

5 Ways To Put Your Email Call To Action To Work

Having an effective call to action in your email marketing -- whether part of newsletters, transactional emails or lifecycle campaigns -- is a must if you want to engage and convert your customers. One of the worst things you can do is "wing it" when it comes to creating a call to action, yet this is all too common for online businesses. Today, we will take a look at some great examples of email campaigns that really nail the call to action. Hopefully, they will provide inspiration for your campaigns across the board. 1. Images Can Cost You Sales With up to 60% of all recipients regu [...]

Are You Ready For Video In Email?

Video_WFs In a previous post, I wrote about many of the scarier myths that are floating around about video in email and gave a few reasons why now might be the right time to put aside those fears and give it a try. In the intervening months, whether at conferences, meetings or just industry meet ups, the topic of embedded video invariably seemed to pop up in any conversation about inbox innovations. So, I’d like to address a few themes that seem to surface consistently and also share some tips that have been shared with me along the way. I’ll even add a few of my own lessons learned. We’ve [...]

“CMOs Are The New CIOs” & Other Things The Industry Is Saying About Salesforce’s Deal To Buy ExactTarget

salesforce-featured Marketing insiders had much to say about yesterday's announcement that will be acquiring ExactTarget for nearly $2.5 billion. Commentaries were offered on everything from the future of marketing automation to the role of email marketing and its continued significance in an organization's overall marketing strategy. Many feel the deal only reinforces the need for CMOs to become more technology-focused. Salesforce Deal Moves Marketing Closer To the IT Department "On the heels of Marketo's recent IPO and Oracle's purchase of Eloqua, Salesforce's bold move into this space has b [...]

Evolving Your Email Marketing From Crawl To Walk To Run To PR

email-marketing-globe-world-featured [caption id="attachment_46861" align="alignright" width="300"] Image via Shutterstock[/caption] Now that email marketing has been around for years, every retailer has an email marketing program. But, each program is at a different level of sophistication. The Evolution Of An Email Marketing Program Do you ever wonder where your program ranks compared to others? Need helping mapping out where to go from where you are? I find the crawl, walk, run metaphor resonates with most marketers; and, I’ve added PR after run. As a runner myself, this is reality. Many times after finishing a race, [...]

Salesforce To Buy ExactTarget For $2.5 Billion, Gain More Ground In Marketing Automation

salesforce-logo In an announcement released today from, the popular CRM platform has entered into a definitive agreement to acquire cloud-based marketing services provider ExactTarget for approximately $2.5 billion. Unanimously approved by the boards of directors for both companies, Salesforce will pay $33.75 per share in cash for all outstanding shares of ExactTarget. According to a report on NYT's Dealbook, the offer is 53 percent more than ExactTarget's closing price yesterday. This deal is Salesforce's largest acquisition yet, and falls in line with the company's previous acquisitions [...]

2 Ways To Use Competitive Intelligence On Email Subscriber Lists

caribou coffee vs einsten list growth If you're like most email marketers, the size of your email list is an important metric to measure. The problem is that there’s no perfect size for an email list. It varies based on industry, audience and business. However, most marketers can, and do, measure the monthly rate of growth using their own numbers as a benchmark. If you’re currently doing this, I’ll show you two new ways to measure the growth of your list using data from third-party competitive intelligence tools -- so you can be not only best in class, but also be better than your competitors. 1. Benchmarking List Growt [...]

Using Data-Centered Storytelling To Enchant & Engage Your Email Audience

Our goal as savvy email marketers is to look beyond the lure of the one-time conversion and strive to build an ongoing relationship between consumers and our brands. Why is this goal so important? Because it’s been proven through many a marketing study that engaged customers become loyal customers and loyal customers are the most valuable segment in any list or database. This type of highly engaged, loyal customer typically has higher overall lifetime value than the casual consumer. They’re also more likely to be an evangelist, introducing new customers to your brand in a very personal [...]

Infographic: The Challenge Of Email Success In A Fragmented Mobile World

email Soon, nearly half of all emails will be consumed on mobile devices, where the methods used to read them are widely varied. Having a responsive design for your email, as well as the time and day you send, all has a big impact on open and success rates. And, don't forget that catchy subject line! The folks at Email Monks have created an infographic with data from studies about email consumption that cover these and other topics: Like the infographic? You can get it for yourself here: Using responsive mobile email design is crucial. [...]

The ABCs Of A/B Testing

Testing should be at the core of your email marketing program. Not only does it help you understand the impact you’re making, but it gives you a much fuller understanding about your customers’ behavior and preferences. It not only tells you where you've been, but where you should (and shouldn't) go with your campaigns. A/B testing is the simplest, most straightforward testing method available. Most of you probably understand what A/B testing entails, but for those who don’t: A/B test is a process through which you provide different versions of an email to statistically significant [...]

3 Ways To Get In Your Customers’ Heads — And Stay In Their Inboxes

Email overload and inbox fatigue are all too real. But, we all have an "inner circle" of emails we look forward to reading -- you know, the ones we check our spam folders for when we haven't seen them recently. How can you get your emails into that coveted inner circle and -- better still -- keep them there to increase engagement and deliverability? Let's explore three simple ways to do that, with an outstanding email example for each one. 1. Build Momentum From The Welcome Email(s) The welcome email (or email series) is one of the most undervalued tools in the email marketer's bat uti [...]

Infographic: Optimizing Email Marketing For Smartphones & Mobile

mobile graphic Email isn't dead. In fact, it's one of the most popular activities people do on their smartphones and tablets. So are your email messages designed for this on-the-move audience? The folks at GetResponse have created an infographic designed to help you get your email marketing into shape for mobile viewing: Want the infographic for yourself? You'll find it, along with more tips and explanation on making email friendly for mobile devices, here: Email Marketing Mobile Optimization [INFOGRAPHIC]. [...]

3 New Ways To Measure Email Campaign Effectiveness

Almost 70% of all messages in people’s inboxes are non-personal, meaning they are marketing offers, social updates, receipts and more. This is both good news and bad news for marketers. The good news is the inbox is now more of a marketing channel than ever before. The bad news is there is more competition, and marketers need to work extra hard to stand out. Luckily, measuring email campaign performance is moving beyond opens and clicks. New measurements are available that can tell you not only how your campaigns are faring but also what’s working for your competitors. Email Forward [...]

Silverpop Snares $25 Million In New Funding To Fuel Growth

Silverpop Email and behavioral marketing technology provider, Silverpop, has raised $25 million in new funding, led by Escalate Capital Partners and Silicon Valley Bank. The company says it will use the money to fuel continued growth for its marketing automation services. The funding is venture debt, possibly signalling an IPO or acquisition is on the horizon. The company has now raised a total of more than $50 million since launching in 1999. We're told that Silverpop also opted for venture debt to avoid diluting equity. Silverpop CEO Bill Nussey said in the release, “In 2012, we dramatically [...]

Moving From Static To Dynamic: Building Relationship-First Email Creative

Modules In the past, when email marketers noticed a drop in audience engagement, they would increase the volume of email sends, trying to win the attention deficit game by increasing frequency. But this strategy just doesn't work anymore. With the increased usage of mobile devices, smart phones and multi-channel social streams, your customers (or potential customers) now have a wealth of information available at their fingertips around the clock. In fact, it's estimated that three out of four Americans under the age of 35 now check their smart phone or mobile device before even getting out of bed [...] VersaTile Ads Debut

outlook-logo Microsoft has launched a new ad format for its email service called VersaTiles. The ads appear in the right rail of the email service and are designed to be interactive. The video below from Microsoft shows how the ads work: [youtube][/youtube] As you can see from the video, the ads require user interaction to get the full ad experience. There are three ad states. The default state, shown at log-in, can feature an advertiser's logo (like the Duracell example in the video above) and ad text. Hover state allows users to see more information and ima [...]

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