Email marketing tactics and strategy

Start boosting your results. Discover how to improve your open rates and test your way to success. Get advice on the best time to send your emails, and holiday tactics. Learn about segmentation and targeting, marketing through transactional emails and other advanced tactics. Integrate email with other channels, including social networks and Web 2.0, and develop the right strategy for your campaigns and your organization.

Popular articles

The one question to ask
A warning about changes to online communication and the pressures this places on your email marketing efforts.

The email that cried wolf, deliverability and the unemotionally subscribed
Examines how duff campaigns can still be winners, but need to do more now that engagement is a bigger issue than ever before.

The dangers of subscriber loyalty
Highlights the traps you can fall into when you have a loyal subscriber base and suggests ways to avoid these problems.

How to get the click
Reveals various tactics to get people clicking even when they're not interested in your main offer or content.

The slow death of your email
Explores the reasons why your results will tend to decline gracefully with time and what you might do about it.

The email marketing chain
Suggests you think of email as a chain of events from delivery to click, thus helping you focus attention on the elements that are losing you clicks.

The new email marketing
The tactics and strategies that define a smart email marketer (an ongoing series now with over 16 parts).

22 ways to build trust
Describes the measures you can take to help people place more trust in your messages.

12 questions
When you have some breathing space, consider these challenging questions about your email marketing efforts.

Personalization the old-fashioned way
When everything runs on auto-pilot, when might you jump in with a "handwritten" email sent to just one subscriber?

Why you should listen...
Explains why "My program is already working for me" and "Changing things takes too much time and money" are two excuses that are holding back your program from doing even better.

Five ways to reuse successful emails
Details five tactics for getting more mileage out of those emails that pulled unusually good responses.

Email marketing tasks you don't do, but should
Outlines six mundane or unpleasant tasks you've been avoiding but really ought to get round to.

Email marketing checklists
Advice on deliverability is followed with some links to useful checklists to use before launching your campaign.

Best practices?
A look at the role of best practices in email marketing and whether you should really follow them.

Go on...survey your lists
One marketer explains why a feedback survey makes sense, however much you might be scared at the prospect.

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Six steps
Very sound advice on how to properly evaluate the true worth of using discounts and free shipping to boost sales.

Five questions to ask
Where to focus when conducting a mid-year review of your email marketing activities.

Quarterly check up
Some advice on how to review your email program.

Keeping the magic alive
Suggests some strategies and ideas to help you stay relevant and ensure subscribers stick around.

Ask and you shall succeed
Describes why you might want to survey your list, suggests some suitable questions and explains how the answers can help.

Marketing and signatures
Runs over the thought processes involved in rewriting and (adding marketing value to) an email signature for a tourism enterprise.

It's the relationship that counts
Describes a three-email communication strategy that accounts for the key role of the subscriber relationship in email marketing success.

When you mess up
Advice on the remedial action to take if the email you just sent out contained a few gremlins.

Email marketing checklist
Ten aspects of your email marketing programme you need to review...covering tactics, list management approaches and the look and layout of your actual emails.

E-customers for keeps
Feature article which gets input from marketers and vendors on the state and practice of email marketing. In doing so, it mentions various techniques, approaches and tactics you might use to improve your results.

Three good reasons to survey your email list
Explains how you can use surveys to answer important questions about your address list or help solve various email marketing issues you might be facing. Includes a few tips on how to design a survey and get people to respond.

10 Quick Wins for Email Marketing
Ten things you can do to boost the ROI of your email marketing efforts (with helpful examples and screenshots).

Buying ads in email newsletters
Detailed tips for optimizing ad campaigns in third-party e-newsletters.

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