Every shopper prefers a well-fitting and comfortable accessory rather than mass-produced one-size-fits-all kind of stuff. The same is true for email marketing. However generalized the content in your email marketing campaign, it is foolish to expect your target market to embrace it fully. That is, unless you tailor the content to look good not only within inboxes and full-size browser pages, but also on the more popular but smaller screens of mobile phones and tablets.

The marketing community...

How do you track your email marketing performance? Your answer is likely to be “XYZ specialist analytics software” or “I use metrics returned by my ISP / ESP”. 

How many performance metrics do you get on your desktop for campaign analysis? Your answer may be “5” or “7” or “10”, or more, or less, depending on what the software or the SP makes available.

Theoretically, you can identify as many as 17 performance metrics that can help you to assess your campaign’s performance and eventually your...

Keeping your audience in your email list is one of the major challenges faced by every email marketer. With your competitors vying for their attention, an ill-crafted or irrelevant email campaign can easily make your audience lose interest and click the unsubscribe option. Mentioned below are some ways by which you can reduce unsubscribe rates:

Targeted segmentation: Perform a better list segmentation so you can send relevant and customized mails to your subscribers. When the content is specific...

As a marketer, you have to be careful about the emails you send. With aggressive Spam filters everywhere, your email can easily land in the Spam folder. Your reputation as a sender is critical in authenticating your emails, ensuring its deliverability, and increasing your open and click-through rates. Here are a few tips to ensure your emails reach your reader's inbox and not the Spam folder: 

Maintain Your Email List: Having a big database is not enough. You should periodically run an email...

You have nicely segmented your email list into smaller lists. You have used your judgement and evaluated available metrics, user preferences and habits to categorize the main email list. Now you know, your next task is to customize your email message to target each separate list, so that the content, the timing and the frequency suit the identified characteristics of each segmented list.

Segmentation gives a great impetus to the responses from your recipients and the numbers will show up in the...

Yes, I’m talking about Email List Management. In this age of data, acquiring accurate information (email addresses, names, etc.) is crucial. The more accurate information you have about your subscribers, the better you can segment them and send them relevant emails they will respond to.

Cleanliness is just as important. How many times has a subscriber signed up for a mailing to never actually open the email received? How many times has a subscriber opened a message only to quickly delete it and...

A great email program is centered on sending relevant content to the right audience, correct? How do you define your "right audience"? 

Why? 

Many organizations are probably randomly defining their audience. Some may be seeing results because they got lucky, but others may still be struggling to see satisfying email open rates, email click through rates, etc. Creating personas is a way to start sending more relevant messages to a targeted audience. 

How to Start? 

A good place to start creating...

We all know that most people have a mobile phone these days (in fact, some own more), so you might be thinking about starting a mobile campaign. Not sure where to start? Check out some of the features that Delivra offers. 

Text to Subscribe functions just like it sounds. A keyword is texted to a short code and that person is then added to an email list. Text to Subscribe can be placed on any marketing materials, making it a fantastic way to combine traditional marketing channels with mobile...

Recently, CEOCFO Magazine interviewed Delivra's CEO, Neil Berman. In the interview, Neil covers topics ranging from how he got his start in the email business (with an idea and a kitchen table)  to his expert analysis of email marketing software's competitive landscape. Several excerpts from the interview are below. For the full interview, please click here. 

CEOCFO Magazine: How vital is email to the marketing program and how do you work with your clients so that they understand the role it...

A successful email marketing campaign reaches your target clients, and ensures they act on it – sign up for the newsletter, follow you on Twitter, “Like” you on Facebook and so on. Attaining the proposed goal is easy once you know the top three golden rules to successful email marketing.

Being able to think from a customer’s perspective is the key to better sales. Avoid these common mistakes and focus on - 

1. Think Out-of-the-Box – Easier said than done since the spam filter is ready to cut down...