Email Marketing Column

    • How to grow your email marketing list without resorting to shortcuts

      Increasing the number of contacts in an email list is a near-universal goal for email marketers. However, many marketers make the mistake of buying lists as a shortcut to the end goal of reaching their quota or in the hopes of increasing their reach and engagement. It may seem like more email addresses will result in more leads, but purchasing lists has the opposite effect.

      Marketing Landin EMail How To's- 15 readers -
    • Why email marketing has lasted five times longer than your first marriage

      Like a marriage, email marketing is based on a relationship between two interested parties: a brand and a consumer. But while the average first marriage only lasts about eight years, email marketing has been around for nearly 40 years. So, how has email marketing beaten the odds, even when critics said that email was an all-but-dead channel? And more importantly, what lies a ...

      Jason Warnock/ Marketing Landin EMail- 13 readers -
    • Reducing chaos and stress in email marketing

      Email is a powerful medium. It has a unique combination of scale and speed. It’s one of the few levers marketers have to drive short-term results, from online revenue to event registration to app downloads and so on. And because it is relatively low-cost on a per-piece or cost-per-thousand (CPM) basis, it doesn’t get the planning and discipline that a channel like direct mail ...

      Marketing Landin EMail- 11 readers -
  • Using email to curate one-to-one relationships with customers

    Many marketers understand the challenges of connecting with customers, yet some still prioritize promotions and advertising campaigns over what customers actually want and what the brands they serve strive for: one-to-one conversations and enduring relationships with consumers. Brands are increasingly relying on technologies that enable one-to-one conversations with customer ...

    Marketing Land- 14 readers -
  • 12 email marketing fundamentals to master

    … One of the fundamental premises of marketing automation is email engagement. And as modern marketers, we are under serious pressure for our emails to perform — they must drive engagement, conversions, and most importantly, revenue. But with the sophistication of the various tools at our fingertips and an overcrowded work desk, it’s easy…

    Marketing Landin EMail- 20 readers -
  • Personalization in a post-brick-and-mortar world

    … and how often. Recipients love to be in the driver’s seat, so allow them to make the decision on receiving messages, and they will be more likely to engage with the content. Additionally, try implementing birthday emails into your marketing strategy. Birthday emails that offer special deals are one the best ways to send personalized messages…

    Marketing Land- 17 readers -
  • Email shines even brighter with Gmail and Google Wallet

    … of digital marketing — a user’s email address is the key to digital identification across all channels. Your email address is what you use to log into your device — desktop, tablet, phone — as well as apps, websites and accounts. When you buy a new device, the first thing Android or iOS/Apple asks after you choose your language is your email address…

    Marketing Landin EMail Google- 18 readers -
  • 3 brands that do email marketing right

    …, eBay and REI (disclosure: Uber and eBay are clients). Here’s how these three retailers provide a good case study in effective email marketing. Uber A portion of Uber’s email traffic is transactional in nature; their emails serve to close the loop on a ride. You step out of an Uber, and within seconds, you receive an email notification informing…

    Marketing Landin EMail- 22 readers -
  • Make me an offer: Rating the effectiveness of common email offers

    …. About The Author Jason Warnock is the vice president of market intelligence and deliverability for Yesmail Interactive. A seasoned digital marketing veteran, he spearheaded the development of the Yesmail Market Intelligence tool that tracks the campaigns of competitors across eight digital channels, including email and social media. Warnock has designed and executed successful technology and business strategies for several Fortune 500 companies. …

    Jason Warnock/ Marketing Landin EMail- 22 readers -
  • 6 tips to get subscribers to open marketing emails

    … While there are several email metrics you should track, a vital way to gauge the health of your email program is to monitor your email open rates. If your emails are being met with radio silence, it’s safe to say recipients aren’t taking any next steps. With recipients’ inboxes becoming increasingly inundated with marketing emails, this should…

    Marketing Landin EMail- 10 readers -
  • Email in 2017: Dying platform or still a worthy investment?

    … communications space? The “marketing clouds” appear to be getting bigger, but that hasn’t stopped the industry from growing new, highly specialized point solutions that address new channels, consumer behaviors and the swelling treasure trove of data available to marketers today., Fundraising In 2015, SparkPost (then Message Systems) raised $21…

    Marketing Landin EMail- 22 readers -
  • Why email is taking center stage in marketing innovation

    … Most marketers plan to maintain or increase their investments in marketing innovation this year. But here’s the catch: They’re hedging their bets by expanding innovation in reliable channels like email rather than rolling the dice on unproven marketing tactics. Email marketing is a prime target for innovation in 2017 Marketing innovation…

    Jason Warnock/ Marketing Landin EMail- 19 readers -
  • 5 tips for sending an email blast without getting blacklisted

    … maximum efficiency. Below are five tips for sending blasts that will help ensure your email marketing messages get delivered to the most engaged recipients and keep brands off the blacklist. 1. Check your blacklist status regularly Marketers don’t always automatically receive notifications when they’ve been blacklisted, so it’s up to the marketer…

    Marketing Landin EMail- 20 readers -
  • Are you buying #AlternativeEmailFacts as truth?

    … of the truth, we’re in dark times. My colleague, Kevin Mandeville, lightened things up a little by poking some fun at Counselor to the President Kellyanne Conway’s assertion of alternative facts by creating the #AlternativeEmailFacts hashtag. He used the hashtag on some dubious statements about email marketing and encouraged others to join in. And join…

    Marketing Landin EMail- 12 readers -
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