Advanced email tactics
Modern email marketing software and services open up a range of new possibilities for marketers. Learn about behavioral targeting, dynamic email messaging, lifecycle marketing, trigger emails and other clever tactics for those with the right skills and resources.
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Don't get too proud
Warns of the dangers of revealing inappropriately just how closely you're tracking your subscribers.
Advanced email marketing and a challenge to vendors
Examines why advanced email marketing is out of the reach of many marketers, and suggests how services and software might solve that problem.
The dangers of clever email marketing
Triggered emails based on subscriber behavior are a super thing, but what are the issues that need resolving first?
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Watch for missteps
Looks at the quality assurance challenges associated with more sophisticated email marketing systems.
Simple lifecycle marketing
Explains how lifecycle marketing and segmentation need not be as complicated as you think, with suggestions on how to split any list into three groups and what to send each.
The importance of relevancy
Study results revealing how success metrics improve with different levels of targeting sophistication. Useful data to persuade the budget holders to loosen the purse strings for more advanced email marketing solutions.
Monitoring mailbox conduct
Outlines the benefits of using an individual's observed online behavior to determine what email they get sent.
Fine-tuning your customer lifecycle program
Suggests how you might approach a customer lifycycle email program.
More on dynamic email campaigns
Covers the different attributes you might use to profile your segments or recipients. Then suggests different ways you might set about gathering the required data.
Triggered email marketing
Explains the concept of triggered emails and suggests a practical process you might undertake to assess the potential in your organisation.
Behavioral targeting
Insights into why you should base what you send on the click behavior of recipients.
Using web analytics with email marketing
Offers various ideas on how to use information from website analytics to improve email marketing results.
Dynamic Email Campaigns Part II
Stresses the importance of developing structured objectives for dynamic email campaigns, with suggested criteria you should use for setting goals.
Clickstreams and Email Marketing
Introduces the concept of clickstream analysis and how this can be tied to email marketing, with warnings about the special management that the approach requires.
Dynamic Email Messaging
Maps out the vocabulary and techniques behind the idea of dynamic messaging, and considers the pros and cons of each.
Why Do Marketers Still Send Newsletters?
Appeals for an end to thoughtless B2C newsletter-type approaches to email marketing, instead supporting more dynamic, personalized content and communications triggered by customer actions and life cycle events.
Pull the E-Mail Trigger
Calls for more emails based on trigger events or actions (such as a news announcement, click behavior, etc.), and provides some examples.
Behavioral Marketing's Email Application
Explains one way behavioral targeting can be applied to email marketing, and with resounding success.
Use E-Mail to Sell Consumables
Considers using email reminders to sell things like printer paper.
E-mail and Attitudinal Segmentation
Advice on campaign segmentation, focusing on using customer satisfaction data and pass-along rates.