Email Marketing NewsThursday, January 14, 2010Four Ways E-mail Helps Power Search's Long Tail (see linked article)Tips to synergize your digital content across channels, and a look at those powerful connection points.
Why E-mail Marketing Is in Need of a Makeover (see linked article)Over the past year, I've cautioned people that older e-mail best practices aren't always the best approaches. Older e-mail best practices haven't necessarily gone bad. They are not applicable today. This realization isn't restricted to just the e-mail channel. As technology and consumer use of technology both evolve, access to information changes. We as marketers -- as we leverage each channel, including e-mail -- must also evolve. permalinkTop 12 most popular posts of 2009 (see linked article)Between you and me, I'm exhausted. Like a round-the-world voyager on the last leg home. So I'm slowly winding down for 2009 to recharge batteries for the 2010 adventure. 12. 27 questions for your email marketing in 2009 Benchmarking: 'Average' Is The New Bottom (see linked article)The most frequently asked question from email marketers is some variation of this: "What is the average (blank) rate?" Ugh. I understand why marketers ask this and similar questions, but I have to ask: What are you going to do with the answer? If I told you that the average email open rate was 24%, how would you act on this data? Don't get me wrong. I love benchmark studies as much as the next person, and I am finalizing one as I write this column. Benchmark studies and data have value, but I find that many marketers use the data incorrectly. permalinkConversion Test: What's the Best Choice of Message and Media? (see linked article)Barack Obama's 2008 campaign tested a combination of media and messages for its e-mail sign up page. Compare your choices with the actual conversion rates. permalinkMetrics, And When to Ignore Them (see linked article)With that title I either have everybody's attention, or nobody's. "Ignore" and "metrics" rarely figure into the same sentence for email marketers. Even "honey-soy salmon fillets" shows up in conversation with email marketers alongside "metrics" more often than "ignore" does. Yet there are circumstances under which email marketers should ignore -- or at least evaluate with the utmost skepticism -- the very metrics on which they base their craft. permalinkWednesday, December 16, 2009Your Top Holiday Deliverability Virtue: Patience (see linked article)Delivery issues are inevitable during the holiday season, and making enemies with the Internet service providers won't help. permalinkThe future of email: the kids speak out (see linked article)As the year draws to a close, it's time to provide a definitive answer to the big question of 2009: does email have a future in a world of social networks? Have You Heard About The 'Sh*t' Folder? (see linked article)We talk a lot about whether our email programs are making it to the inbox or to the bulk folder -- but have you ever stopped to think about what the recipient does with the email if it lands in the inbox? Sure, we contemplate, "did (s)he open it, delete it or mark it as SPAM?" But the options don't end there. Here are two situations I want you to consider... permalinkTop 10 Campaign Optimization Checklist (see linked article)Here's the list of common oversights in basic search best practices:
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