Email Marketing Column

    • 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 is a top priority for marketers this y ...

      Jason Warnock/ Marketing Landin EMail- 13 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 come as no surprise.

      Marketing Landin EMail- 8 readers -
    • 5 tips for sending an email blast without getting blacklisted

      Email blasts can be effective, but only when executed properly. When email blasts are mishandled, brands risk being blacklisted by Internet Service Providers (ISPs) like Google or Yahoo; recipients either mark the messages as spam or the messages don’t meet the ISPs’ authentication requirements, among other factors.

      Marketing Landin EMail- 14 readers -
  • Email in 2017: Dying platform or still a worthy investment?

    Email has proven to be a solid investment; over the past few years, it’s seen over $365 million in investment across a broad range of email-centric companies. In 2016, we saw a flurry of funding events, exits, consolidation and divestments. This series of events begs the question: Which way are the winds blowing for companies in the digital communications space? The “marketi ...

    Marketing Land- 14 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- 9 readers -
  • Turn your email challenges into opportunities to get more personal

    … customers to unsubscribe to your marketing messages, leaving you unable to reach them when it might really make a difference. Companies that have not evolved past batch-and-blast email strategy are slowly eroding their customer base, as a blanket approach leads to high unsubscribe rates. Conversely, emails that are personalized from triggers see…

    James Green/ Marketing Landin EMail- 13 readers -
  • 7 easy wins to add to your email marketing to-do list

    … Email is always evolving, so marketers’ email marketing programs must always be changing as well to ensure that they’re still relevant to consumers and that they create great subscriber experiences. With that in mind, here are seven relatively easy wins to consider adding to your email marketing to-do list this year: 1. Use more retina…

    Marketing Landin EMail- 22 readers -
  • 4 ways to win the inbox in 2017

    … channels, email will remain central to this effort, as marketers try to get a 360-degree view of their customers and campaigns. And this is likely to continue beyond 2017. According to Litmus, 46 percent of marketers believe the ROI for email marketing will be higher by the year 2020 than it is now. What are you doing to take your email marketing…

    Marketing Landin EMail- 16 readers -
  • Revamping your email marketing program for the new year

    … and revamp email marketing programs. By cleansing email lists, reworking templates and refreshing content, marketers can begin 2017 with a fresh approach to their programs that will re-engage and even win back some customers who may have disengaged toward the end of the year. Clean your email lists Cleansing subscriber lists of invalid emails lowers…

    Marketing Landin EMail- 21 readers -
  • The 12 stages of email marketing’s evolution: Past and future

    …. And those are just the stages that are in our rear-view mirror. Looking ahead… There are nearly as many channel-redefining changes brewing now than we’ve already experienced. Here are some of the trends that will be shaping email marketing in 2017 and in the years beyond: Email 8.0: Big data personalization & machine learning Thanks to data science…

    Marketing Landin EMail- 23 readers -
  • Getting the most out of your holiday emails

    … It can be difficult to cut through all of the email noise during the holidays, but there are certain tips all email marketers should follow to get the most out of their campaigns and to provide their subscribers with the messages they’re most interested in receiving. Practicing good email hygiene and customizing messaging based on your…

    Marketing Landin EMail- 10 readers -
  • 6 ways marketers try to manipulate subscribers and why we should stop

    … Brands everywhere are embracing customer-centricity, but many relics of brand-centric thinking are still out there. This is definitely the case in email marketing, where we often vilify inbox providers and second-guess our subscribers’ intentions and intelligence. As we approach the New Year, let’s resolve to focus more on serving our…

    Marketing Landin EMail- 11 readers -
  • Mastering the email ecosystem for effective marketing

    … deliverability and ROI. This begins with understanding the ins and outs of the ecosystem. Learn the rules of email Before implementing an email marketing campaign, marketers need to understand the laws and policies that surround email, specifically spam, to ensure their mail is authentic and wanted. Two of the most important laws are: CAN-SPAM: Enacted…

    Marketing Landin EMail- 18 readers -
  • The hierarchy of subscriber needs: Key success & failure metrics

    … the appropriate expectations for how many emails the subscriber will receive and what content will be in those emails. The key success metric for respectful email experiences is high open rates. Functional email experiences The next level up is functional experiences, a goal that is particularly difficult in the complex world of email marketing. The basics…

    Marketing Landin EMail- 11 readers -
  • How to find the email personalization sweet spot

    … Personalizing messages through targeted email marketing creates value in customer communications, but sometimes brands can get too personal. Finding the right balance when sending personalized messages to recipients can be tricky. But understanding purchase behavior, knowing when to withhold information and looking beyond opens and clicks…

    Marketing Landin EMail How To's- 15 readers -
  • Gmail finally supports responsive design: Answers to 4 burning questions

    … Gmail started rolling out support for CSS media queries across its email clients around midnight last night, following through on the September 14 announcement that it would support responsive design later in the month. With these media queries, email designers will be able to specify different display styles based on things like width, screen…

    Marketing Landin EMail Google- 14 readers -
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