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.

big-data-screen

Are You Using Big Data, and Does It Matter?

Jun 4, 2014 - The majority of email marketers and marketing problems simply don't require a big data solution. And that's a good thing. Comments

4 Ways to Prepare for the Future of the Inbox

emailcampaign May 28, 2014 - With all the changes coming to the email channel, it's easy to lose sight of what you need to focus on to both optimize what you're doing today and strategically plan for continued optimization tomorrow. Comments

What Acxiom "Hash" Figured Out

shutterstock-105905384 May 21, 2014 - With its acquisition of LiveRamp, a provider of data onboarding services, Acxiom is helping to usher in the age of the addressable consumer. Comments

Digital Hugging, or Contextualization Simplified

Business people group hug May 11, 2014 - Digital hugging is the ability to surround your client with love across core channels and provide a relevant experience in the context and time most relevant to them. Consider this recipe for marketers. Comments

Mandatory Email Authentication and What It Means for Marketers

email-authentication May 7, 2014 - New rigid standards for email authentication mean that marketers need to adjust their tactics in order to reach potential customers' inboxes. Comments

5 Signs You Don’t Have an Email Strategy

strategy Apr 30, 2014 - Having an email marketing strategy is a very important part of a successful business. Here are some clues that you may not have a developed strategy in place. Comments

Would You Rather Be a DMP or an ESP?

4-question-marks Apr 23, 2014 - Recent trends have led to email service providers (ESPs) and data management platforms (DMPs) becoming hot commodities in the mergers and acquisitions world. Comments

5 Things Every Email Marketer Should Know

emailcampaign Apr 9, 2014 - Every email marketer should have a strong understanding of how email works, including how it is delivered, how it is displayed, privacy practices, and direct marketing fundamentals. Comments

Testing: The Email Program’s Equivalent of Flossing

emailcampaign Apr 2, 2014 - The world of email is changing all the time and the inbox is an increasingly dynamic place. Like it or not, testing is the only way to take the pulse of your subscribers and gain the information you need to adjust your approach for continued engagement and ROI. Comments

People Versus Pixels

people1 Mar 26, 2014 - If you are a technology company who sells cookie targeting solutions, the good times aren't over, but they are a-changin'. If you are a marketer who is reliant on a cookie-first marketing strategy, you have a choice: you can choose people over pixels. Comments

Gmail Image Caching Update Is Good News, Kind Of

gmail-logo Mar 12, 2014 - In a recent change, Gmail has started supporting cache control, a mechanism for websites to indicate how long it's OK to keep content for without requesting an update. While this change does not address all of the capabilities that caching impacted, it does improve the situation for some of them. Comments

Gmail Leads the Charge: Email Marketers Could Be in for Another Wild Ride in the Year of the Horse

gmailbygoogle Mar 5, 2014 - If you're like many email marketers, you may be on the fence about whether or not Gmail is a friend, foe, or frenemy. Many new changes in the past year, including the Tabbed Inbox, Quick Action buttons, and the prominent unsubscribe button, have marketers talking. Comments

The Enterprise Strikes Back: Oracle Corporation Acquires BlueKai

Oracle logo Feb 25, 2014 - Oracle Corporation, Larry Ellison's enterprise database computing company, is snapping up data management platform BlueKai for around $400 million. Comments

Email Marketers: New Stewards of Privacy and Data

data-privacy-shutterstock-108568799 Feb 12, 2014 - It's vitally important that email marketers become trusted stewards of customer data. To do this, they must be educated, proactive, and prepared. Comments

10 Tips for Inspiring Email Love and Long-Lasting Subscriber Devotion

valentine-email-shutterstock-103470074 Feb 5, 2014 - When it comes to love and email, best practices for achieving results (i.e., long-term commitment) are surprisingly similar. Here are 10 tips for inspiring loyalty from your email subscribers. Comments

Coding for Responsive Design Part 2: Adapt or Die

htmlshutterstock-95278714-1 Jan 29, 2014 - By using these Responsive Design strategies, emails can come to life across a variety of devices and contexts. Comments

Email Subscribers - Don’t Let Them Leave Angry

bad-email Jan 16, 2014 - The primary reasons for unsubscribing continue to be frequency and relevancy (too much of the former and not enough of the latter). Comments

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

Figures cut out of paper showing collaboration 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

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