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.


Cart Abandonment Email Insights from Cyber Monday

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

Recovering an Email Presence

email-bomb Jul 9, 2013 - Looking at a few problems that can lead your email marketing astray, how to respond to those problems, and what milestones you'll need to cross in order to recover. Comments

SMS and Email: A Strategy to Capture Out-of-Home Subscribers

textingsms Jun 11, 2013 - By adopting a cross-channel mindset you can leverage SMS to capture email addresses from on-the-go prospects with just one action: a text message. Comments

Are Your Emails Easy to Act On?

email-tricks May 28, 2013 - The best way to build loyalty with your customers is to help them do what they want to do in the fastest, friendliest, easiest, and least expensive way. Comments

Forget RPE, What's Your PPE: Personality-per-Email?

email-tricks Apr 30, 2013 - As we pay revenue its appropriate due, let's not forget to leverage personality in our marketing to build relationships with our customers founded on affection and trust, not short-term gain. Comments

Quantity vs. Quality: The Email Marketer's Dilemma

mobile-email Apr 2, 2013 - If we have the same underlying offer and target, how do we decide between making our emails better vs. managing sending more emails to the same group? Comments

Data Is Growing Up, Are You?

data-cloud Mar 5, 2013 - Five tips for getting mature about big data. Comments

To Send or Not to Send an Email…That Is the Question

email-tricks Feb 26, 2013 - Three real-life scenarios of how suppressing a customer who hasn't opened or clicked a message in three months from further mailings could backfire. Comments

Email Auto-Filtering - What's a Marketer to Do?

angry-at-email Jan 22, 2013 - Consumers are increasingly fatigued on email clutter. But there may be a solution to it. Comments

Is Big Data the New Email Marketing Catchphrase?

data-cloud Dec 25, 2012 - For email marketers, where there is big data there is relevance. Comments

Good Morning Email Deals!

alarm-clock2 Dec 11, 2012 - Three steps for getting conversions off to an early start. Comments

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