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RECENT ARTICLES BY DEREK HARDING

see-saw2

A False Dichotomy

May 8, 2013 - We know not all address collection processes are equally effective or equally error-prone, so why are we treating single and confirmed opt-in as the... Comments

martiniglass

Does Your Agency Underestimate Email?

Apr 10, 2013 - The bar is being raised. Treat email with the respect and focus it deserves and get in the game or go home. Comments

email-tricks

It's Not Just Email Anymore

Mar 13, 2013 - Are the days of the email specialist over already, or do we just need to become generalists and accept the jack-of-all-trades limitation that comes... Comments

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The Grand Finale

Jan 16, 2013 - The four possible endings to our three-act play that is the lifecycle of our email list. Part three in a three-part series. Comments

facebook-mobile

The Problem With Mobile Marketing?

Dec 26, 2012 - You're thinking about "mobile." Comments

shutterstock-103580087

It's All About the Audience

Nov 21, 2012 - Where the story truly unfolds in the three-act play that is the lifecycle of an email list subscriber. Part two in a three-part series. Comments

story-book

Like Any Good Story

Oct 24, 2012 - To manage your email program effectively you must take care to address each part of the email communications story. Part one in a three-part series. Comments

team

It Takes a Team

Sep 26, 2012 - If you're looking for the maximum return on investment, you have to make an investment in the right people and the right technology from top to bottom... Comments

Goodbye Postini, We'll Miss You and Don't Let the Door…

Aug 29, 2012 - Feeling conflicted about Google killing off its email security and archiving services provider Postini? Join the club. Comments

Gmail Filtering Redux

Jul 5, 2012 - If you want to be successful at getting to the inbox, start by understanding the objectives of the gatekeepers and the rules under which you're operating... Comments

Gmail Filtering: The Spam Disposition

Jun 7, 2012 - If you're getting filtered at Gmail, consider the reasons given and you may be able to more quickly remedy the situation. Part two in a two-part series... Comments

What Gmail Teaches Us About Spam Filtering

May 10, 2012 - The three steps to avoid being marked as a phish or forgery by Gmail. Part one in a two-part series. Comments

Is Email Appending an Abusive Practice?

Feb 16, 2012 - MAAWG contends that email appending is an abusive practice. What does this mean for email marketers? Comments

The 2012 Inbox: Mobile's Impact - Reloaded

Jan 19, 2012 - A look back at predictions of mobile's impact on the inbox from 2010 to see how they fared. Comments

The Future Is Not One to One

Dec 22, 2011 - Focusing on the quality of your customer experience leads to the creation of truly effective, integrated campaigns regardless of whether they're batch... Comments

Social as a Broadcast Medium

Nov 10, 2011 - Is marketing on social networks still a two-way street between brands and consumers? Comments

Email Logistics in Crisis Management

Sep 1, 2011 - Your crisis management plan must include the logistics of any email notifications to determine how the process will operate. Here are three key factors... Comments

Why Is Deliverability Still an Issue for Marketers?

Jun 9, 2011 - It's up to marketers to make the effort to understand what are appropriate and acceptable deliverability standards and act accordingly. Comments

Risk vs. Reward of ESPs

Apr 14, 2011 - Using an ESP has many benefits, such as the ability to utilize incredibly powerful systems and software. But such services also come with some security... Comments

Should You Use an E-mail Service Provider for Your Mobile Strategy?

Mar 17, 2011 - Pros and cons of using a single vendor for e-mail and mobile marketing. Comments

Why Engagement Matters

Feb 17, 2011 - While consumers have gained control, that is not really what they're looking for in their brand relationships. They want to feel valued, efficiency... Comments

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