Dynamic content is a powerful tool to make your content relevant and valuable to your subscribers, by creating whole sections of HTML that are unique to each subscriber segment. But don’t overlook personalisation – a simple but often deceptively effective method of tailoring content.

The innovative guys over at Litmus have extended their Fingerprint tool and added some pretty amazing email analytics to their tool. They tracked more than 4 million opens over hundreds of campaigns and found some interesting results. Out of those who opened the campaigns:
•On average, 51.1% of readers spend less than 2 seconds looking at [...]

Understanding why consumers are quick to withdraw the privilege of using their data for marketing purposes is not terribly complicated. However, the factors that lead consumers to entrust their data with companies in the first place, and how companies continue to retain the confidence of these consumers, are not immediately obvious. To close this knowledge [...]

You may recall last week we started looking at testing and my recommendation of ten mistakes to avoid. Well this week I am going to continue with this theme and look at the remaining 5 mistakes that we should all look to avoid with our testing.
However before we get started, lets take a second to [...]

The DMA’s recently released Deliverability White Paper is full of relevant and useful information for any marketer who has experienced problems reaching the inbox. In fact, it’s likely that 15% of permission-based commercial email messages in Europe are being routed to the junk, bulk or spam folders or being blocked all together, according to Return [...]

Too often, email marketers get fixated on measuring benchmarking and improving the open and click rates of their email campaigns. But the problem with that is open and click rates are only symptoms of what is actually going on and tell you very little about the cause. As an exercise we looked up the causes [...]

In December we conducted our Annual E-Mail Attitudes Research to establish how general consumer attitudes to email have changed in the last year. We expected to see change in email perception, especially given the growing feeling that control of content is the entitlement of the masses, however, what we received back from the research was [...]

Election fever seems to be in the air. No sooner does the DMA Email Marketing Council announce the results of its own election, than Gordon Brown dissolves parliament and fires the starter pistol for the 2010 general election.
As the country waits with baited breath to see if there will be a change at the top, [...]