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.

Santa Time

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

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

Maximize Your Call-to-Action for Optimal Email Performance

email-tricks 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

Handling Yahoo's Email Retirement Plan

yahooearningslogo 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

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

email-tricks 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

How Email Is Finally Breaking Free and Crossing the Chasm

email-images 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

Time to Add Passbook to Your Email Program

passbook 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

It's Not Just Email Anymore

email-tricks 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

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

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

What MarTech Means for All of Us Now

marketing-tech 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

Get Me Off This List!

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

Testing, for the Heck of It

testing 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

Does Your Agency Underestimate Email?

martiniglass Apr 10, 2013 - The bar is being raised. Treat email with the respect and focus it deserves and get in the game or go home. Comments

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