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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Email Subject Lines...Say What?

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

100 Years of Email Marketing Success with These 2 Timeless Tips

Clock close to midnight at new year Dec 20, 2013 - Enjoy the reviews of 2013. Enjoy the predictions of 2014. But then get back to the task of sending relevant messaging in the channels where your customers are influenced most. Comments

Email Targeting Tips for Retailers to Break Through Inbox Clutter and Connect

davidasteinberg Dec 19, 2013 - XL Marketing CEO David A. Steinberg answers: how does my brand break through and connect with the right segment of email users to drive the desired action? Comments

Maximize Holiday Momentum with Your Email Marketing Program in the New Year

Gifts under Christmas tree Dec 18, 2013 - Inevitably, the holiday season will end and the calendar will flip over to January. How do you maintain that engagement and momentum in your email marketing moving forward? Comments

Cart Abandonment Email Insights from Cyber Monday

shutterstock-147642644 Dec 17, 2013 - On Dec. 2, ExactTarget filled our shopping carts with more than $100 of merchandise from major retailers. Then we walked away, closing our browser after each shopping session. Just 1/5 of retailers sent triggered cart abandonment emails within 3 days. Comments

Achieving Right Time, Right Message in Email Marketing and Beyond

targets Dec 16, 2013 - Guest columnist Ida Barrie from PDF software brand Nitro shares tips on email messaging that better resonates with customers, based on changes they've made to their own systems in 2013. Comments

Google’s Latest Email Marketing Game Changer: Gmail to Auto-Show Images

Gmail logo Dec 13, 2013 - Gmail will soon be showing images in your messages by default. That means no more prompts asking you to show images in your emails! BrightWave's Kirsten Schlau explains. Comments

First Truly Mobile Christmas Prompts Rise in Email Mobile-Friendliness

Woman on Mobile Phone Dec 13, 2013 - In early October, ExactTarget looked at emails from nearly 110 major online retailers and found that only 23 percent were using mobile-friendly design techniques. See how things changed by Thanksgiving weekend. Comments

Use Email to Amplify Content, Search & Social

shutterstock-146190029 Dec 11, 2013 - Email marketing must embody the tone and approach of a brand's larger digital communication strategy, working in unison with on-site content, SEO, off-site content, email, social media and search campaigns. Comments

The First Mobile Holiday Season Gives Marketers New Audience Segments

tomsatherse Dec 9, 2013 - Return Path compared the volume of mail opened on iPhones to iPads during the holiday weekend to explore the differences between phone and tablet engagement. Comments

4 Cross-Channel Measurements Every Marketer Should Use

shutterstock-149400809 Nov 26, 2013 - Leveraging the two metrics (match rate and view-through rate) and the two shifts in methodology (multi-channel attribution and cohort analysis) enables marketers to achieve a higher level of insight into the specific contributions of each channel. Comments

Get Attention in Competitive Holiday Inbox Tabs with These Email Tips

justinwillilastabbedinbox Oct 29, 2013 - Inbox tabs are here to stay and will only become more prevalent. Use these tips from columnist Justin Williams to help your emails stand out amongst a sea of competitors in the promotions tab this holiday season. Comments

Digital Footprints: Following the Data Trail

katrina-conn-oct Oct 16, 2013 - What can the digital footprints tell you as a marketer and what do they mean to consumers? Comments

Don't Get Tabbed Out of Existence

email-tricks Aug 6, 2013 - How email marketers can respond appropriately to Gmail's new inbox tabs. Comments

Times Have Changed - and so Should Your Approach to Segmentation

segmentationsigns1 Jul 23, 2013 - When thinking about communicating across email, mobile, and social, how are brands handling segmentation? Comments

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