Advanced Email Marketing

The gap between the most sophisticated email marketers and the rest of the email marketing community continues to widen. Many marketers continue to run the same basic programs that have been the staples of building subscriber relationships for years. How can advanced email marketers adapt their campaigns and email-based dialogues with customers to account for new consumer expectations and navigate through subscriber engagement options? This column will help organizations transition from traditional email strategies to what is emerging as a redefined set of email marketing best practices.

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Is Email Innovation an Oxymoron? No! Here’s Why

Jun 24, 2014 - Email innovation is clearly alive and well. Leverage the opportunities available to marketers to put some life back into your email campaigns today. Comments

4 Traits of Today's Consumers That Make Present Tense Marketing Necessary

circle-intent Jun 10, 2014 - What are the key behavior traits that define today's consumer? Columnist Katrina Conn shares these traits to assist marketers in better understanding the behaviors of the constantly connected consumer. Comments

It’s 2014 - Why Don’t All Brands Segment?

social-analytics May 27, 2014 - Don't overlook the promise of segmentation, and don't let excuses like time and technology kill your potential. Comments

When Onboarding, Focus on Lifetime Value, Not Return on Investment

onboarding-email May 13, 2014 - Use onboarding or email welcome programs to try to convert customers into loyal customers - but how do you define a loyal customer? Comments

The 2 Possible Responses to Any Marketing Report

report-shutterstock-158460491 Apr 29, 2014 - There are two possible responses to a marketing performance report - "Oh Yeah?" and "So What?" - so how should marketers react? Comments

Building and Maintaining Customer Loyalty With Today’s Consumer

customer-loyalty Apr 15, 2014 - There are three keys to securing consumer loyalty in today's market: know your customers, coordinate online and offline customer experiences, and anticipate service opportunities. Comments

3 Ways (Plus 1 Key) to Succeed at Progressive Profiling

email-survey Apr 1, 2014 - In order to collect more information about your subscribers and send more relevant content, use progressive profiling to ask questions of your customers over time to gain a better picture of who they are. Comments

Custom Email Marketing Reports: A Huge Step Toward Better Results

report-shutterstock-158460491 Mar 4, 2014 - Today's leading email service providers allow more personalization and reporting capabilities than an email marketing team could possibly exhaust. So the challenge for today's email marketer is not how much can my software handle, but rather how much can my team handle and what efforts will result in the maximum return? Comments

Why Your Cross-Channel Marketing Needs to Live in the Present…Tense

present-shutterstock-102145546 Feb 18, 2014 - Customers have constantly changing needs and they expect instant gratification regardless of the engagement channel. If you're not aware of your customers' present-tense context, here's what you're missing. Comments

Measure Better -- Segmentation Analysis Applied to Email

segmentationsigns1 Feb 4, 2014 - Conducting segmentation analysis can allow you to better understand engagement and conversion in email marketing, and help you to better market your brand in the future. Comments

3 Tips for Maintaining Customer Engagement in the Inbox

New Gmail inbox Jan 22, 2014 - Learn how to improve email performance by building long-term customer engagement through emails. Comments

Moving Beyond Basic Personalization to Real-Time Marketing

real-time Jan 7, 2014 - Real-time marketing is the ongoing cycle of engagement, data management, analytical insights and optimization - performed continuously and immediately. Are you delivering great customer experiences? Comments

Google Quietly Updates Gmail to Cache Images: Impact for Email Marketers

gmail-logo Dec 31, 2013 - Gmail has started caching email images. To understand what impact this may have requires that we start by understanding what has changed. Comments

2 Methods for Getting an Email Opened and 1 That Doesn't Work

email-tricks Dec 30, 2013 - How to highlight the potential loss of not opening and how to use a name to drive action. Comments

Email Subject Lines...Say What?

email-tricks Dec 29, 2013 - Six elements we should all consider about the subject lines of the messages we send. Comments

How to Create Customer Personas That Make an Impact

customers Dec 28, 2013 - Here are just three of the ways you can collect and analyze data from your customers to create personas. Comments

Don't You Know Who I Am?! A Cautionary Marketing Tale

angry-at-email Dec 27, 2013 - A brand that is able to "speak" to customers during the appropriate phase of their lifecycle engagement knows and reaps the benefits of effective communication. Comments

Email Subject Lines and the Brain

human-brain Dec 26, 2013 - Use the programming of the brain to raise open rates. Comments

Is Your 'Do Not Reply' Email Address Sending the Right Message?

email-tricks Dec 25, 2013 - Marketers must be more open to receiving feedback and replies from their customers via all of their email touches. Comments

Responding to Changes Like Gmail Image Caching

Gmail logo Dec 24, 2013 - When change occurs, remember to pause and consider if it's a superficial change or a true change, and respond accordingly. Columnist Justin Williams offers advice for email marketers. Comments

Coding Email Templates for Responsive Design: Part 1

Source Code Dec 23, 2013 - Columnist Dave Hendricks and co-author Graham Gnall share practical, how-to guidance on coding email templates for responsive design in the first of this series. Comments

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