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Email Marketing

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Email Marketing articles by the best and brightest in the field

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  • Case Story: Boosting Email-Subscriber Satisfactionby Stephanie Miller
    Sometimes doing a little more for your email subscribers can make a huge difference. Tafford Uniforms of North Wales, Pa., faced a challenge to engage email subscribers because of two common but seemingly incongruent realities. more
  • Achieving Relevance in Direct Digital Marketing: An Introductionby Bryce Marshall
    There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on). more
  • Man Bites Giraffe II: A Return Visit With Email Subject Lines From Real Companiesby Josh Nason
    When it comes to email subject lines, the Golden Rule hasn't changed: Tell what's inside, don't sell what's inside. If you have something to sell or a message you want to get across, that subject line better be good... or else your prospects might head to a different neighborhood. more
  • Nine Email Tactics That Can Put You Out of BusinessPremium Contentby Gwen Moran
    As the technology and the legal issues around email evolve, so should your email marketing programs. Otherwise, you could misstep, and that could cost you opportunities to communicate with your customers or constituents as well as damage credibility. Here are nine pitfalls to avoid, that can put you out of business. more
  • Managing Email Addresses in B2B: How to Increase Email Coverage of Your Customer Baseby Ruth P. Stevens
    Everyone's looking to do more with less these days. After comparing the cost of postal mail (about a dollar apiece) with the cost of email (about a penny apiece) any B2B marketer is going to prefer using email as the medium for staying in touch with current customers and inquirers. No-brainer, right? But here's the rub: Most B2B companies have email addresses for only a fraction of their customers. And, even worse, if their privacy policies call for opt-in, only a fraction of that fraction are emailable. So, what are the options for business marketers to increase their customer coverage via email? Here are four approaches that can work. more
  • Anatomy of a Novel-Sized Landing Page, Part 2by Kim MacPherson
    In Part 1 of this article, the author talked a little bit about the necessary components to a successful landing page: You need "bones" to hold it all together; you need to keep the message on track and motivating by maintaining a consistent theme throughout; and you need to stir emotions... pique curiosity... and so on. Once a prospect's heart (and all those emotions that go along with it) gets in the game, you're pretty much home free. Well... almost. more
  • Three Ways to Personalize Your Email Marketing: Remember Who You're Talking toby Karen Talavera
    Sometimes we get so caught up in the procedural logistics of email marketing that we forget we're communicating with real people. We think in terms of lists, databases, target audiences, and segments. With email, as with conventional channels, it's important to remember that there are real people on the other end of our messages. When we press the send button, we're not just delivering messages to in-boxes, we're communicating with individuals. Here are three tips to help you personalize and "conversationalize" your email and, in so doing, remind yourself (or retrain your brain, if necessary) that there's a living, breathing person receiving those digital marketing messages you send. more
  • Email Marketing Success Is All About the Value of Contentby Steve Adams
    A great-looking email template is important for establishing credibility and brand recognition with readers; but, as the old saying goes, never judge a book by its cover. The same mentality should always be applied to email campaigns. A nice-looking template means nothing if subscribers aren't engaged and interested in what you have to say. The content of your email or newsletter is vital to the success of your campaign. Whether creating awareness, generating sales, or building customer loyalty, it's important to remember what keeps customers coming back for more. more
  • Suiting Up for Customer Loyalty: Email That Fitsby Stephanie Miller
    For every email marketer who has ever heard an executive say, "Email generates revenue, just send more email," this one is for you. Most email marketers care about their subscribers and want to provide a good experience. But sometimes, business demands make it hard to advocate for long-term subscriber value. Men's Wearhouse offers a great solution to this dilemma. more
  • Spring Is Here: Time to Unclutter Your Email Marketingby Karen Talavera
    Here are five essential areas of any email marketing program that are worth poking around in. Turn over some rocks, and don't hesitate to dump anything you discover underneath that shouldn't be there. In the spirit of spring, let's do some email cleanup. more
  • Customer Feedback to Improve Email Performance: Ingredients for Success from Betty Crockerby Stephanie Miller
    Marketers talk about asking for feedback all the time. Yet, few marketers take the time to really engage with subscribers on any level. That's why BettyCrocker.com stands out. more
  • Pushing One-to-One Marketing Beyond Emailby R. J. Talyor
    You get it. Email needs to be relevant, timely, and personalized, and it has to arrive in the inbox—not the spam folder. When an email renders, it should load images perfectly, guide the eye through stunning, effective design that drives subscribers to convert—download, purchase, whatever. But effective one-to-one marketing is more than just email. more
  • Anatomy of a Novel-Sized Landing Page (Part 1)by Kim MacPherson
    A good landing page should tell a story. But filling the page with fluff isn't going to sell your product or service. There is a method to the madness behind the creation of a great splash or jump page. And it's a pretty systematic, organized, and detailed method, at that. more
  • Email Optimization: How Simple Changes Increase Open Rates, Clickthrough, Response, and Average Order Sizeby Debra Ellis
    Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one. Practitioners of knee-jerk planning rely on emails to bolster a sagging month or fill in the holes left when other marketing techniques miss their mark. Even though it works (which is why it is abused), there is a price to be paid. Customers become disenchanted when they receive numerous emails promoting one sale after another or one product over and over. Everyone's threshold is different. Some may opt out after a week, others a month, and still others a year or more. (Note: there tends to be a jump in opt outs at the start of the New Year. People want to start fresh, so they do some housekeeping. If you saw a jump in opt outs in January, then you desperately need to review your email strategy.) The best way to avoid a mass exodus from your subscriber list is to have an email strategy that works with the rest of your marketing. more
  • Five Questions to Ask Before You Hit Sendby Doug Stern
    Some businesses opting for digital instead of print do it because they've gone green. Others want to harness the internet's speed, reach, and other capabilities. The rest like the convenience of online or have some other strategic purpose that points them that way. But it might pay to slow down and make sure that you've picked the better route... or, combination of tools. So, here's a list of filters to consider. more
  • Data-Driven Campaigns: Five Ways to Leverage the Customer Data You Have to Drive Conversions and Salesby Morgan Witt
    As marketers, we are all looking to reach "nirvana": targeting the right person with the right message at the right time. It's the clear path to driving conversion rates that exceed expectations. The days of blasting promotion messages to all are dead and gone. The conversation has changed. We must put ourselves in customers' shoes and target them individually as best we can through data-driven strategies. more
  • Deliver a One-Two Punch: Tap the Synergy Between Email and Social Mediaby Ross Kramer
    There are many similarities between social-media marketing and email; but they are two distinct marketing channels, and they should be used separately to enhance or magnify, not just promote, each other. Think of it this way: Social media is for awareness; email is for retention. more
  • Boost Your Business With Seven Easy Digital Marketing Techniques for Lead GenerationPremium Contentby Yael K. Penn
    Growing your in-house database should be at the top of every marketers list. Why? When done correctly, it will house your most-qualified and responsive prospects. Though organic list growth may take time and effort, you will love the rewards. Consider the following techniques to acquire new leads and grow your list with success. more
  • E-Marketing: Greening the Digital Processby Chet Dalzell
    For those of us who were brought up e-marketing, e-shopping, e-dating, e-gossiping—and all things e—we may feel smug that we are truly paperless (are we really?), and thus we are so green in our behavior that who would dare cast a stone at us? Well, it's time to wake up. Direct mailers can actually be very responsible environmentally—and perhaps e-marketers need to pay closer attention to the environmental life cycle of digital commerce. more
  • Five Reasons to Change Your Registration Page (and Boost Conversions)by Amy Gesenhues
    Want to improve your online conversion rates? Reconsider your registration page. Whether your conversion process includes registering for a demo, signing up for an e-newsletter, or making a purchase, there are particular rules you should follow. more

Email Marketing: See all 332 marketing articles

Email Marketing case studies, deconstructing real life examples and illustrating lessons learned

Email Marketing: See all 29 case studies

Email Marketing online seminar broadcasts from the best minds in marketing

Email Marketing: See all 25 seminars

Email Marketing mini articles distilling bite-sized advice (from our Get to the Point newsletters)

  • Time After Time After TimeEmail Marketing
    "We fuss over subject lines, offers, calls-to-action, and targeting, but sometimes a lack of response is simply a matter of timing," says Mark Brownlow in a post at the Email ...
  • How Dare You Assume That?Email Marketing
    When you hand someone a business card at a conference, do you assume your email address will be added to their list for marketing campaigns? Probably not. And that's why ...
  • It All Comes Down to ProcessEmail Marketing
    We spend a lot of time discussing topics like deliverability and relevance, but rarely touch on another factor that plays a critical role in successful email marketing campaigns. "Process is ...
  • Limit Your Negative ExposureMarketing Analytics
    In a post at the MineThatData blog, Kevin Hillstrom poses a scenario in which 100 of your online customers abandon their shopping carts on a Monday. The following day, after ...
  • Mom Probably Knows BestEmail Marketing
    In a post at the Deliverability.com blog, Dennis Dayman presents a short series of off-the-cuff emails that his wife wrote in response to his question about video in email marketing ...
  • Getting Testy Again and AgainEmail Marketing
    "Testing can be a powerful tool to move your email marketing program forward," says Kelly Lorenz in a post at the Bronto blog. "Testing can also help you move from ...
  • Nobody Likes a Wild-Goose ChaseEmail Marketing
    Chad White of the Retail Email blog was impressed when he recently received an email from Lands' End with this subject line: Free Shipping + 20-50% off summer! Swim, shorts, ...
  • Analyze ThisMarketing Analytics
    When analyzing the success of your email campaigns, you might be staring right at useful data that goes unused. Take, for instance, the amount of newsletter copy used to tease ...
  • Mixology 101Email Marketing
    In a post at the Daily Fix blog, Stephanie Miller says you don't have to choose between the social and email channels. "No need to take sides, my friends," she ...
  • Do It Now: Get WhitelistedEmail Marketing
    Mailer Alert: A new Yahoo Mail feature—the "contacts button"—should make whitelisting even more important for email marketers. "You get a lot of emails, some good (from friends, family, even favorite ...
  • Be a Pocket MillionaireInteractive Marketing
    Right in time for the much-anticipated iPhone OS 3.0 Software Update debut on June 17, AdMob has introduced a slew of ad units that will help enterprising advertisers make the most ...
  • Latest List-Growing StrategiesEmail Marketing
    In cooperation with Ball State University and the Email Marketers Club, ExactTarget studied 18 methods used by marketers to build an email list. Among the results published in its 2009 ...
  • Short, Sweet and Clicked-ThroughEmail Marketing
    In a post at the DIRECT website, Ken Magill discusses the results of a survey conducted by MailerMailer. Among its more interesting findings: Subject lines containing up to 35 characters ...
  • Get Them to Give a HootEmail Marketing
    "Very few executives give a hoot about opens and clicks," says Stephanie Miller in a post at the Daily Fix blog. "In fact, very few marketers even look at their ...
  • You Talkin' to Me?Interactive Marketing
    Once in a while, a digital ad grabs you just like that. And one thing that really boosts its impact is if the person featured in it is—you. Read on:  Last year, to sell tickets ...
  • The Three Rs of Recession MarketingMarketing in a Downturn
    "There are three 'R' words—retention, repurchase and referral—that can help your company survive and thrive during the 'R' word that's plaguing our economy, the recession," says Deborah Eastman in a ...
  • Subject: Rock On!Email Marketing
    "A subject line … invites others into your email marketing open house," says Josh Nason in an article at MarketingProfs. "If you have something to sell or a message you ...
  • Lights! Camera! Take Action!Email Marketing
    It's a simple fact: We love watching online videos. In a post at the Digital Marketing blog, Eydie Cubarrubia cites Nielsen Online research that found 119 billion unique viewers watched 7 ...
  • Think of It as a ClubEmail Marketing
    You understand how email delivery works, but perhaps you have trouble explaining the process to your boss, a client or a colleague. If so, you're in luck. An entertaining post ...
  • No Chocolate in the Peanut Butter!Email Marketing
    "There are many similarities between social media marketing and email," says Ross Kramer in an article at MarketingProfs, "but they are two distinct marketing channels and they should be used ...

Email Marketing: See all 189 quick reads

Email Marketing marketing downloads for the busy professional

  • Email Success Stories: How 11 companies are pushing the (electronic) envelope
    Propel your email marketing efforts beyond the subject line. Read Email Success Stories: How 11 companies are pushing the (electronic) envelope to learn how to convert your emails into money-making machines.
  • The Obama Playbook: How Digital Marketing and Social Media Won the Election
    Want to create a veritable army of customer-advocates to champion your brand? The Obama Playbook: How Digital Marketing and Social Media Won the Election shows you how the Obama campaign masterfully used new media to build awareness, engage prospects, and start a movement. It takes you step-by-step through the new media strategies of the campaign and provides actionable guidance on how you can modify each to benefit your business. Both entertaining and useful, it's an invaluable resource for the savvy marketer who wants to take full advantage of the amazing powers of new media.
  • Direct Marketing How-To Guide: Your Template for Optimal Media Selection for B2B Marketing
    Find out what's new, what's hot and what's not in B2B marketing trends.
  • Email Marketing How-To Guide
    Get the most up-to-date info on email marketing. Step-by-step guides and answers to all those annoying questions about contradicting metrics.
  • Small Biz How-To Guide: Avoiding Key Pitfalls
    Let's face it, more small businesses fail than succeed. Make sure yours is one of the winners with this guide to getting your small business off the ground and solidly on the road to success.
  • E-Newsletter How-To Guide
    The e-newsletter has become ubiquitous. Almost a dime a dozen. How do you make yours not only stand out in the inbox, but make a positive impact on your bottom line? This guide will show you how.
  • Lead Generation How-To Guide
    Great product, great sales team, great marketing collateral - now what? People to sell to, of course. Put your lead generation tactics under the microscope with this enlightening how-to guide. Get more and better qualified leads, faster today.
  • B2B Direct Marketing How-To Guide
    Direct marketing is one of the fastest changing disciplines within marketing today. What worked 10 years ago, isn't working today. Heck, what worked last week sometimes doesn't even work today, so keep your skills sharp with his How-To guide, focusing on the B2B market.
  • Paid Search Advertising Template
    If you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible.
  • Trade Show Marketing Template
    Trade show marketing is a high-risk, high-reward endeavor. This Template provides a sytematic look at trade show marketing. It walks you through selection and promotion, to follow-up and measurement. This step-by-step guide will insure your trade show marketing is effective, efficient, measurable, and successful.
  • Email Marketing Summit 2005 - MP3 Recording
    Email Marketing Summit 2005 - MP3 Recording
  • Email Marketing Summit 2005 - Transcript
    Email Marketing Summit 2005 - Transcript
  • Marketing ROI and the Sales Funnel
    In this guide, you will learn how to structure, motivate and measure the marketing and sales functions to maximize profit. Topics include: 1) a high-level self-assessment to determine potential sources of profit leakage; 2) how to map out and improve strategies related to the buying cycle; 3) how to apply marketing ROI principles to create strategies to reduce and recycle leakage from the buying cycle; and 4) how to leverage insight on your key profit drivers and customer-level analysis to improve profitability.

Email Marketing: See all 13 downloads

Email Marketing Daily Chirp for the busy professional


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