Marketing News & Expert Advice

Email Marketing Optimization

What tools do you use to measure the effectiveness of your email campaigns? Learn real-world methods for tracking, analyzing, and optimizing email campaigns to get the highest return on your investment. This column will give you a firsthand look at how other companies have managed to surpass sales forecasts by using email intelligently and strategically.

Four Approaches to Make Your Subject Lines Work Harder

Margaret Farmakis | Email Marketing Optimization

Sep 25, 2013 - Four tips for optimizing subject lines to ensure they are primed to do the heavy-lifting. Comments

Topics in Email:

Dave Hendricks | Email Marketing Optimization

Email Is History

Sep 11, 2013 - One of the most frustrating and unnecessarily annoying speed bumps of the Internet is the login "username." Comments

Derek Harding | Email Marketing Optimization

Size and Specialization?

Aug 28, 2013 - As channels become more integrated and email is more central to CRM programs as a whole, the pure specialists cannot provide the breadth of capability that is required. Comments

Margaret Farmakis | Email Marketing Optimization

4 Easy Questions: Understanding Engagement to Survive and Thrive in Email and Beyond

Aug 21, 2013 - Mastering engagement will determine whether your email program ultimately succeeds or fails. Comments

Dave Hendricks | Email Marketing Optimization

What's an Email Hash, Anyway?

Aug 14, 2013 - By next year everyone professionally engaged in interactive marketing is going to know about email hashes and why they're important. Comments

Mike Hotz | Email Marketing Optimization

5 Tactics to Ignite Your Email List Growth

Aug 7, 2013 - Identify where you acquire your most valuable, most engaged opt-ins, and brainstorm how you can get more of them. Comments

Derek Harding | Email Marketing Optimization

Focus on the Fundamentals

Jul 31, 2013 - It's essential to get the fundamentals of email right before implementing advanced techniques such as dynamic messaging, responsive design, and behavioral targeting. Comments

Margaret Farmakis | Email Marketing Optimization

The Law of Inactivity: 3 Things Not to Do With Non-Responders

Jul 24, 2013 - The more email you send to subscribers who choose not to interact, the greater the likelihood that your messages will be bulked into the spam folder and eventually blocked. Comments

Dave Hendricks | Email Marketing Optimization

Email Marketing Isn't Just About Sending Email

Jul 17, 2013 - Email marketing is about the email address - the CRM targeting power of this unique identifier. Comments

Mike Hotz | Email Marketing Optimization

Maximize Your Call-to-Action for Optimal Email Performance

Jul 10, 2013 - If your email campaigns underperform consistently, perhaps you aren't giving your subscribers a good reason to engage with your message that would lead to a conversion. Comments

Derek Harding | Email Marketing Optimization

Handling Yahoo's Email Retirement Plan

Jul 3, 2013 - Don't start panicking yet; Yahoo's plan to close inactive accounts may not have as big an impact on your email list as you think. Comments

Margaret Farmakis | Email Marketing Optimization

Banish Shades of Gray From Your Email Program With Informative, Useful Content

Jun 26, 2013 - Learn how to increase your inbox placement, subscriber engagement, and the long-term health of your email program while preventing your campaigns from being lost in a pile of gray mail. Comments

Dave Hendricks | Email Marketing Optimization

How Email Is Finally Breaking Free and Crossing the Chasm

Jun 19, 2013 - Facebook's Custom Audiences technology will finally allow email to cross the chasm and join the ranks of advertising technologies and tactics recommended by advertising agencies. Comments

Mike Hotz | Email Marketing Optimization

Time to Add Passbook to Your Email Program

Jun 12, 2013 - As Passbook use grows, it could become a great way for email marketers to engage their customers in other digital channels. Comments

Derek Harding | Email Marketing Optimization

It's Not Just Email Anymore

Jun 5, 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 with it? Comments

Margaret Farmakis | Email Marketing Optimization

How 3 Brands Drove Category-Leading Engagement for Mother's Day

May 29, 2013 - What email marketers can learn from some of the tactics these gift brands used to drive engagement with their campaigns. Comments

Dave Hendricks | Email Marketing Optimization

What MarTech Means for All of Us Now

May 22, 2013 - Data is a code word for a new category of products that fuse the roles of the CIO and CMO, creating a hybrid of advertising and technology that will change everything. Comments

Derek Harding | Email Marketing Optimization

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 only options? Comments

Christine Doré | Email Marketing Optimization

Get Me Off This List!

May 1, 2013 - Five ways to get your unsubscribe rates to go back to normal. Comments

Dave Hendricks | Email Marketing Optimization

Testing, for the Heck of It

Apr 24, 2013 - Respected entrepreneurs, consultants, and practitioners answer the question: "If you didn't know anything about someone's email program and you had to offer any piece of advice, what would it be? Comments