Briefs
Here are a variety of concise briefs to help empower your email marketing program:
Adopting an Email Program
Moving your e-mail program from a basic broadcast model to one that incorporates targeted and triggered messages is like buying an old house and trying to figure out whether you should do the entire project at once, or work room-to-room as your time and budget permits. In the column, "Creating a Good E-mail Marketing Strategy", I encouraged marketers to "start somewhere; start anywhere. Even the smallest change you make today will start you down the path to the right strategy"...
Email Best Practices: New IP Addresses
When new IP addresses are used to send emails, there are a few obstacles that must be cleared in order to successfully build a good reputation at the major ISPs. ISPs measure reputation based on the mailing history of an IP address. Contrary to popular belief, an IP address is not clean just because it lacks history – rather, it has a neutral reputation. IPs with a neutral reputation are prone to frequent blocks and volume limits at ISPs. Here are the IS-specific problems and corresponding recommendations to get the new IP addresses white listed...
Email Checklist
To avoid nasty email campaign mistakes we created an easy to use checklist internally here at VerticalResponse that we're happy to share. We've even left some blank space at the bottom for you to add some of your own. Never make a mistake again, or at least come close – no one is perfect. ;-)...
Email Design Gone Bad: What To Do When the Biggest Challenge Facing Your Email Marketing Program is Your Own Creative Team
Time and time again I discover that one of the main obstacles to creating effective, visually engaging, brand propelling and, most importantly, result driven emails is often the very creative team creating them. Whether internal or outsourced, creative teams often forget that they are paid to design whatever it is in order to communicate a specific message and generate a specific result...
Get the Most Out of Your Welcome Email
Your initial message to a new subscriber is a lot like a first date. Follow these tips to ensure it's the start of a long-term relationship. When I look at retailers' email programs, I am always surprised at the number of them who send a simple text email confirming that someone has been added to their mailing....
Making Deliverability a Non-issue Through Great CRM
There is no arguing that deliverability is a complex issue. Deliverability complexity for legitimate marketers seems to stem from the ever changing nature of the way ISPs measure the attitudes of their customers through innovative concepts like reputation. The good news, however, is that there is an interesting...
Marketo Email Marketing: Thinking Outside the Inbox
Content creation. Deliverability. CAN-SPAM laws. These email marketing challenges are easier to face with the right solution on hand. Here's a quick look at what makes email marketing in Marketo unique, along with some helpful tips on making your emails shine...
Signed, Sealed...Delivered?
Deliverability is arguably the hottest issue in email marketing today. And rightly so: failed deliveries can translate directly into significant lost revenue, and even the possibility of being blacklisted by ISPs. But the fact is, getting your message through to its intended target is no easy task. The SPAM plague...
Six Tips to Improve Email Delivery Rates
- Use opt-in form instructions
- Use emails as reinforcement vehicles
- Host your newsletter
- Use a filter
- Meet the challenge Response
- Market to those that want to hear from you
Truth 1: Email is a Powerful Marketing Tool
(Chapter 1 of the book)
Recent research shows that for every dollar spent on email marketing, you can expect an estimated return of $46.20. If that didn't get your attention, maybe this will: Email marketing delivers the highest return on investment (ROI) of any other Internet marketing approach available. Furthermore...
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