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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 is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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