Tweet{lang: ‘en-GB’}Over the last year, the marketing world has seen mobile become a key tool for marketers with the channel being further integrated with others, such as email. With this in mind, marketers must ensure that their email campaigns are formatted to be viewed on mobile devices, including smartphones and now tablets. A recent review [...]

Tweet{lang: ‘en-GB’}I saw a great infographic recently on the importance of email (see below). What really hits home here is that the industry buzz centres predominantly on social media, yet email – “the workhorse of the connected world” – is still used far more than both facebook and twitter put together. There are now more [...]

Tweet{lang: ‘en-GB’}Needs you… Regular readers will know that the DMA Client Email Marketing Survey is an initiative undertaken by the Email Marketing Council and, more specifically, the Email Benchmarking hub, to complement the National Email Benchmarking Report.  The report provides email marketers with valuable research into the state of email, the latest challenges effecting the channel and perhaps more [...]

Tweet{lang: ‘en-GB’}There’s no doubt there is a change afoot in the email marketing industry. Despite  all the best practice mantras (“must segment more”, “this year we won’t look like spammers”)  it is becoming plainly clear there is a divide growing between those who have stuck to their New Year resolutions and those who have not. [...]

Tweet{lang: ‘en-GB’}Benjamin Franklin certainly wasn’t talking about email deliverability when he said, “It takes many good deeds to build a good reputation, and only one bad one to lose it,” however this quote could easily apply to the factors impacting ISPs’ email filtering decisions. A recent Return Path study confirms that a marketer’s sender reputation [...]

Tweet{lang: ‘en-GB’}In this month’s Infobox: Kath Pay of DM Inbox looks at 8 opportunities that are often missed in email marketing and how you can make sure you miss nothing. Do you have doubts about your existing ESP partner? James Bunting of Communication Corp shows what you should be asking to make sure they are [...]

Tweet{lang: ‘en-GB’}In this second part of tips for successful preference centre’s I explore what data should be collected and discuss the potential benefits and pitfalls of using modeling to help drive relevant communication. 6. Start simple and Get the Basics, Then Ask Detailed Information When brands require more than three or four preferences, separate opt-in [...]

Tweet{lang: ‘en-GB’}Long term sustainable email programs need to be relevant to their audience or else consumers will be less inclined to interact or even cut off communications altogether. The need for relevance becomes even greater when the email program is a core part of a true multichannel engagement strategy, but how do you know what [...]