Email marketing strategy
Learn how to approach your email promotions and newsletters so you've the best chance of success. Best practices flow from a good strategy...
Popular articles
4 email relationship problems
Proposes solutions to four problems with the way marketers typically use email as a relationship builder.
Future-proof email marketing
Outlines six approaches, attitudes and principles that have stood the test of time.
Facebook changes everything
Discusses the marketing lessons for email and other channels that arise from Facebook's announcement of a new integrated messaging system.
Priority inboxes and email marketing
Looks at the growth of intelligent inboxes and explores the changes they bring to email marketing strategies and tactics.
Don't ask "is email dead?"
Explains why the debate is distracting and unimportant, and raises other issues that are more pressing for those concerned with the future of their email efforts.
Coping with the email marketing future
Reviews some of the approaches and practices you can use to ensure your marketing efforts are successful tomorrow, too.
Email marketing culture: direct response or digital facilitator?
Explores how the direct marketing ethos is both boon and bane for email marketers and how you might combine marketing cultures to improve your overall success.
Working with an email consultant Part 1 | 2 | 3
Advice on knowing when you need one, who to choose and how to work with them.
27 questions
Takes the challenges posed by 2009 and turns them into a series of questions to ask of yourself and your email marketing.
Strategies, goals and quick wins
An expert interview with the author of the Truth About Email Marketing.
What would happen if...?
Reviews some worst case email marketing scenarios you might want to prepare for.
Don't fall for email marketing myths
Looks at four concepts that need closer examination, including falling open rates, email in a recession, Web 2.0 and email ROI.
Innovation and opportunity
Discusses the need for email marketers to make better use of existing opportunities, discover new ones and challenge some existing conventions.
Proof the relationship matters
More evidence and discussion regarding the growing importance of a respectful sender-recipient relationship in securing future success for your email program.
FutureWatch: what's coming our way?
Identifies a few trends in email use and technology, and suggests how this might impact email marketing.
The importance of context
A review of how there are different contexts for your email and how an understanding of each leads to better planning and strategy.
Where to focus in the future
Looks at what makes a future-proof email marketing program.
It's your other emails that count more
The emails that make the most impact -- especially on your brand -- are not your marketing ones. It's the others you need to worry about.
Email marketing is not pig farming
A reminder of the need to abandon the spreadsheet now and then and take a look at your email program from the perspective of the folk who actually get the emails.
The real challenge for email marketing
Article says that growing competition means all the best practices stuff won't be enough - you need to do much more than that...
A creed for email marketing
An overview of what email marketing is fundamentally all about, with links to the top reference sites and people who "get it."
What football teaches us about email marketing
Uses football as a metaphor for email marketing, drawing out six strategic lessons for email marketers from an understanding of the world's favorite sport.
A question for the email evangelists
Suggests defending email from accusations that it's dying is a waste of time. There are more important questions to answer.
Email is dead. Long live email.
Short list of posts and articles defending email against the naysayers who say new communication media will replace it.
Email's role in the multichannel environment
Looks at the position of email marketing in a multichannel retail environment and examines how it might change in the future.
How to develop an email marketing strategy | Part 2 | Part 3 | Part 4 | Part 5 | Part 6
Details the steps involved in developing a strategy. Part 1 covers qualitative goals and an analysis of your current situation. Part 2 looks at doing a competitive analysis and determining your target audience. Part 3 reviews the type of emails you might send. Part 4 considers content and frequency. Part 5 examines your template and quantitative goals. Part 6 considers budgets and ROI.