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Tricks From Behind the Curtain

  |  February 14, 2011   |  Comments

Four secrets you might not know about e-mail.

Whether you're reading this column because you're an e-mail expert or a novice, chances are you have experienced the same thing at some point and time in your career: you need to get your e-mail to do something that seems impossible. If so, you are in luck, because this week's column is focused on revealing a few tricks of e-mail from behind the curtain. You might even find a magical solution to one of your e-mail needs if you keep reading.

  1. E-mail knows all. That's right…sending one e-mail with the right cookie can give you the ability to gather data beyond just opens and clicks. Enable your e-mail to capture the operating system, mobile carrier, and even device manufacturer, and start understanding how mobile your e-mail readers are.
  2. Your e-mail does double duty. Ever wish you had an optimal landing page for your marketing program only to find there aren't enough resources or time to complete what you want? No sweat. Build it in your e-mail system and use the "Click here to view this link as HTML" button as the link for a makeshift landing page. Totally simple. Great results.
  3. Personal e-mail beware. Ever wish you knew who opened your personal e-mail, without using those pesky "track receipt" buttons? Build an e-mail in your e-mail system, send it to yourself as a test, then use the forward button on your e-mail to send it out. Voila! Your personal e-mail is now tracking everything your marketing messages are too.
  4. Need more traffic to your website? E-mail is your answer. This last trick is an oldie but a goodie. Many companies put a lot of time, attention, and content into their e-mail programs. Yet, often, those programs don't drive results outside of the inbox. Why? Because the content is captured inside the e-mail itself. Unleash your content by posting it on your website. This way, search engines can crawl the content and help increase your organic index.

And there you have it – just a few tips and tricks from behind the magical e-mail curtain. Hopefully you can put these to good use. Do you have a trick or tip to share? Comment and let's make a list.

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.

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