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.


Stay ahead of the statistic: avoid declining deliverability

Nov 17, 2015 - Here are three common issues that can interfere with email deliverability. These strategies will enable you to successfully engage with subscribers and increase conversions. Comments

5 keys to success with triggered email campaigns

pulling-the-trigger Nov 9, 2015 - The increase in open and click-through rates during Q2 2015 indicates that triggered emails are an effective means of communication, encouraging more conversions than BAU messages. Comments

Email testing and optimization: an in-depth look into what works

testing-email Oct 29, 2015 - It's imperative that marketers regularly take time to assess email marketing programs to optimize campaign strategy. Use these tips to effectively begin the testing process. Comments

Go live! The top 5 open-time personalization testing opportunities

email-images Oct 16, 2015 - What is the best way to effectively test open-time personalization functions in your email marketing program? Refine your strategy and increase engagement by using these five tips. Comments

The X Factor of Excellent Email

emailcampaign Sep 18, 2015 - The user experience is an indispensable factor of email marketing. In order to launch a successful campaign, consider these four strategies for aligning and optimizing the UX. Comments

5 Conversion Optimization Tests to Try With Your Next Email Campaign

email-growth-profit Sep 10, 2015 - Using principles of human psychology and A/B testing, you can discover the full potential of your email marketing. Try these five conversion optimization tests on your next campaign. Comments

How Email Works, Part Four: Measurement and Tracking

email-marketing-stories Sep 3, 2015 - In the fourth installment of "How Email Works," Derek Harding analyzes email measurement and tracking systems. Marketers can use these insights to take full advantage of their email data. Comments

Freq Out! Not Optimizing for Frequency Can Cost You

email-deliverability Aug 12, 2015 - Email customization creates a data rich information resource that marketers should utilize more often to help effectively communicate with consumers and optimize email frequency. Comments

Who Is a Hot Surprise? Never Use Your Worst Photo!

surprise Aug 10, 2015 - Just in time for the sleepy summer silly season, David Ketchum offers the following tips for campaign and keyword optimization. Comments

Back to the Future With Email

email-mobile Jul 23, 2015 - Email is still one of the best, most cost-effective ways to reach targeted audiences with customised content. Comments

How Email Works, Part One: The Story of "Send"

email-marketing-changes Jun 4, 2015 - Following a column about five things every email marketer should know, this columnist goes into detail about the specifics of what exactly happens when you press "send." Comments

Father of Spam, Mother of Invention: How Much Has Email Changed in 37 Years?

email-marketing-changes May 1, 2015 - Nearly 37 years after the first bulk promotional email was sent, too little has changed in the email marketing industry. How can marketers raise the bar? Comments

A New Rule of Thumb for Email Marketers: Your Results Will Vary

rule-of-thumb Apr 1, 2015 - No matter how diligently you test your email campaign, the only rule of thumb that continues to hold true is that your results may vary. Comments

Are You Smart Enough to Test Your Own Subject Lines?

email-subject-line-test Mar 25, 2015 - Although the email industry has been resistant to automation, machine learning may be better at testing subject lines than a human marketer could ever be. Comments

Engagement Matters

shutterstock-105905384 Mar 11, 2015 - Regardless of what has been said throughout the industry, engagement still matters when it comes to email marketing. Here's a look at why. Comments

What If You Could Predict Subscriber Value With a Single Message?

welcome-email Mar 4, 2015 - How valuable are welcome messages to an email marketing program? Can they really predict the success of an entire campaign? Comments

Are Your Subscribers "Swiping Left"?

subscribers-swiping-left Feb 25, 2015 - If your email marketing campaigns aren't resulting in a lot of "right swipes," or engagement, then maybe it's time to look into CRM retargeting solutions to help you connect with your email soulmates. Comments

Why Was My Email Blocked?

digital-strategy-roadblock Feb 11, 2015 - Oftentimes absolutely no one knows why your email got blocked or bulked, but that isn’t necessarily a problem. Comments

It’s Time to Drop the Text Version

shutterstock-105905384 Dec 17, 2014 - That text-only version of your email is causing more harm than good and it's time to get rid of it once and for all. Comments

Could a Company See a 15 Percent Drop in Stock Value Due to Email?

Big losses see Amazons shares hit 12-month low Nov 19, 2014 - Major brands can see stock values fall if their email programs aren't delivering the way they should. What can marketers do to prevent this from happening? Comments

Ask These Questions - Now - to Reshape Your Email Strategy in 2015

email-marketing-help-improve-sales Oct 15, 2014 - Asking and answering these six questions will help you create a framework for your 2015 strategic email marketing planning. Comments

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