Conventional email marketing strategies never needed to focus on the kind of PC or laptop on which users accessed the Internet and their precious mailboxes, but only on the software application(s) used for the purpose. In fact, a report from a survey of email marketers revealed that the last and least tested element when launching or tweaking a campaign is mobile layout and images. That is, whether the email renders well on mobile phones.

If you guessed that this element will move up in the...

A recent survey by Exact Target brings good news for email marketers. 77% of the entire population prefer to receive marketing messages via email than any other medium.

Marketing is all about using engaging content that grabs attention and ensuring it reaches the audience at the right moment. The success rate of email marketing is assured if these two factors are on track. A ticket discount for an upcoming movie will be long forgotten if sent too early and is of no use, if the movie has...

Marketing emails are designed to engage the customers and generate sale leads, but annoying email formatting errors or inaccurate content can actually harm your brand reputation and sales. A successful marketing campaign delivers the most relevant message to the target audience at the right time. Know how to avoid some common errors so your emails don’t trigger spam filters or get misunderstood. Increase the readability and reach of your emails by following these 3 pointers: 

1.      Avoid using...

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...

Would you say you are very selective with your personal use of Text to Subscribe? Not to mention subscribe forms and other methods of collecting information used by marketers?  This question probably seems like a no brainer.  It is safe to assume this personal preference is shared by many and should not be overlooked by marketers when managing a Text to Subscribe campaign.

This fall, my family visited a local restaurant who was using an effective form of communicating with customers during and...

One persistent worry for email marketers is the set of email addresses which show no response over a period of time. Such addresses can be likened to cul-de-sacs that usually lead you no where. How will you make your way around such ‘dead-ends’ and eventually bring them to the mainstream? Even if such email addresses don’t lead to increased spam complaints, bounces or other such headaches - over time, they do. A good proactive marketer will devote resources to look anew at these dormant...

As anyone who has done marketing of any type can tell you, there is no one size fits all approach for delivering your company's message to potential clients.  Email marketing takes that problem to even greater heights as often marketers are working off just a single email address being the only demographic info they have about their subscribers.  Luckily, you have one thing going in your favor - email is extremely cheap so mistakes can be made without huge financial losses.  However, those early...

What tactics have you been employing to increase your email subscriber base? Many email marketers take the eay way out and purchase bulky email lists from a reseller.

If you are considering purchasing a ready-made email subscriber list and tempted to take this unethical shortcut to reach inboxes, you would do well to heed the following notes of caution.

• An otherwise amicable recipient in this email list is sure to look askance at any unsolicited message.
• Even with this list, you have to go through...