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.
May 3, 2011 - Apple successfully embedded email marketing in the customer experience. Here's how. Comments
Apr 19, 2011 - Email marketers need to reinvest in the front end of the customer lifecycle and focus on setting the tone for the ongoing email relationship. Comments
Apr 5, 2011 - Take a look at your email technology and the data it connects to and ask yourself to what degree system security was audited by your internal teams or third parties. Comments
Mar 22, 2011 - With Google Priority Inbox and Smart Labels, e-mail marketers are seeing serious changes they can't afford to ignore. Comments
Mar 8, 2011 - E-mail marketers need to define an online contact strategy that takes into consideration not just e-mail activity, but overall engagement with a brand. Comments
Feb 22, 2011 - There is a change happening in the way consumers interact with friends, family, and brands online; and it's having a profound impact on how businesses acquire customers. Comments
Feb 8, 2011 - Look at your campaigns as a means to enhance the overall relationship between brand and consumer. Comments
Jan 25, 2011 - Communications should not be promotional or transactional; communications should simply be "right-time" and based on subscriber behavior. Comments
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