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.

Figures cut out of paper showing collaboration

CRM & Media Together At Last Means an Expanded Role for Email Marketers

Jan 15, 2014 - You may already be seeing the thaw between CRM and media. There are now powerful capabilities, but we've only seen just the tip of the iceberg. Comments

Jonah Berger's 6 STEPPS for Success Applied to Email Marketing

jonah-berger-headshot-lg-200x300 Dec 24, 2013 - As email marketers, we strive to have our emails shared. Jonah Berger's six STEPPS to creating more buzz around messages translate directly to more successful email marketing. Comments

What To Do with Long-Term Inactive Email Subscribers?

emailcampaign Dec 18, 2013 - Columnist Derek Harding shares tip for marketers with long-term inactive email subscribers, after a conversation at Email Insider Summit spurred a lively conversation on the best way to manage them. Comments

4 Game-Changing Digital Marketing Predictions for 2014

prediction Dec 10, 2013 - Predictions for the coming year are always fun to come up with, and even if we don't get the timing exactly right, they certainly represent the larger directional shifts taking place in the industry. Comments

2013 Year in Review: Email Marketing Winners & Losers

shutterstock-149842271 Dec 4, 2013 - Before everyone gets their predictions in for 2014, can the email ecosystem take a quick victory lap? Columnist Dave Hendricks shares his picks and pans from notable events in email marketing over 2013. Comments

Email Marketing Quality Control Lessons from Publishing and Software Engineering

black-friday-checklist Nov 20, 2013 - For many email marketers, quality control amounts to little more than ticking boxes on a pre-deployment QA checklist. Learn about the quality control triangle. made of three competing factors. Comments

5 Tips for Winning Triggered Email Product Review Campaigns

mobile-email Nov 13, 2013 - Implementing product review campaigns may be more challenging than other types of triggered messages, which you can mostly set and forget. Columnist Margaret Farmakis shares 5 tips for effective triggered email product review campaigns. Comments

Is Your Email Program Big Enough for Big Data?

shutterstock-101856796 Nov 5, 2013 - Email is a big data business; we collect, store, append, score and segment a lot of information. Has email marketing been left behind in the big data Gold Rush, or has we been doing it all along? Comments

How to Create SEO-Friendly Email Campaigns

emailmarketing Nov 5, 2013 - Consider these tips to optimize your email campaigns for search engine results. Comments

A False Dichotomy

see-saw2 Oct 24, 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

Becoming One With Our Email Addresses

email-deliverability Oct 18, 2013 - Every year the percentage of email opens on mobile devices increases, while the number of voice calls decreases. It stands to reason that, eventually, the "phone" aspect of the smartphone will live on in name alone. Comments

Don’t Let Holiday Hysteria Harm Your Email Program in 2014

Santa Time Oct 15, 2013 - Don't let the holidays be an excuse for going on a bad practices email bender. Ultimately, there are three consequences: increased complaints, decreased engagement and diminished list quality. Comments

Four Approaches to Make Your Subject Lines Work Harder

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

Email Is History

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

Size and Specialization?

emailcampaign 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

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

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

What's an Email Hash, Anyway?

email-tricks 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

5 Tactics to Ignite Your Email List Growth

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

Focus on the Fundamentals

back-to-basics 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

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

email-bomb 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

Email Marketing Isn't Just About Sending Email

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

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