Email Marketing Column
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.
Marketing is more than KPIs, it’s service
We must better serve customers by delivering value rather than blast people and hope there's a segment of people who want what we're...
Think global but send hyperlocal email communications
Contextualizing content based on location as well as language, cultural differences and currency need to be considered in building a hyperlocal...
Get your email marketing program back on track by reviewing the basics
Even seasoned marketers need to review the foundational elements of email marketing - acquisition and compliance, onboarding, promotions and...
Unconventional email themes can improve engagement with the right approach
Themes like Tax Day, National Dog Day and your brand's birthday can add a little flavor to your subscribers’ inboxes. Here's a list of best...
Brand equity: Does your email build it up or tear it down?
Here are three questions to ask yourself before you send your next...
Email trustworthiness: Here’s how to avoid looking like spam
Part 2 of this email marketing series looks at the current state of email and the steps being taken to differentiate legitimate email marketing...
Email marketing trends to expect in 2019
This year the email marketing landscape will continue to focus on personalization with a focus on quality over quantity as well as expanding...
4 1/2 predictions for marketers in 2019
Marketers must get smarter about using technology to better serve customers and increase the value you represent to them in the coming...
Email’s humble beginnings and the birth of tracking pixels
Part 1 of this email marketing series looks at how far we've come with email from the days of ARPANET to the creation of a webmail...
Last minute email checklist for your impulsive Black Friday and Cyber Monday shoppers
Marketers should review their data to determine which tone and emotion resonates best with their key audience and tailor content...
Step up your email personalization game
To give your email marketing program a competitive edge, leverage timing, location and behavior to provide relevancy for...
How to make your emails shine bright during ‘Gray November’
The popularity of holiday promotions requires marketers to learn how to build a month-long program without massive list...
Why nothing matters more than your email’s subject line
Here's how to craft a subject line that gets your email opened and, even better, opens your customer's mind to engagement....
How the Halloween zombies can help close your revenue gap
Here are five possible ways to learn from your email zombies, a.k.a. your attrited customers who still get your...
Have retail email marketers finally reached the mobile tipping point?
With half of all email-driven orders originating on smartphones, it's important to make it easy to engage on mobile. Here's a look at how you...
Making potential customers happy: How to nurture the best possible leads
Through the keen application of data and the robust messaging opportunities of email, marketers can turn behavioral signals into conversions and...
Email marketing turned 40 this year. Now what?
Even the first email marketing message, however spammy, achieved astounding results. Contributor Kyle Henderick explains how far we've come...
Unlocking the full potential of transactional emails
Columnist Len Shneyder advises marketers how to get the most out of their transactional emails without stepping over the line....
The business stats you must have on instant recall
Contributor Ryan Phelan shares tips on how to further your job performance and career through growing intimately familiar with certain KPIs....
How to structure your email program to retain customers
Implementing a comprehensive email retention program may seem daunting, but contributor Sam Welch reminds us of the payoff and explains how to...