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Marketing Articles: Email Marketing

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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
  • Improve Your Email Marketing Through Segmentationby Michael Clark
    Not all customers are alike, and what appeals to one may not interest another. Therefore, it is important that you connect the message you are sending to your customers' differing interests. Email messages that are segmented, targeted, and relevant to the recipient are much more likely to be opened and acted upon. more
  • Four Key Components of E-Newsletter Advertisingby Drew Adams
    How do companies reap solid advertising ROI from email newsletters? They incorporate four key marketing tactics into their campaigns: relevancy, list quality, design, and tactical landing pages. And then they apply them, like this.... more
  • 10 Email Marketing Tips for Small Business Ownersby Kara Trivunovic and Andrew Osterday
    Email is a medium for economically and effectively marketing your small business. But most everything out there that provides guidelines, best-practices, and advice on the application of the channel to your marketing efforts are largely geared toward bigger businesses. Until now, that is, because here are 10 tips you can leverage and implement easily and quickly—while still having a positive influence on your bottom line—without having to worry yourself with multivariate testing, dynamic content development, and data integration. more
  • Steal This List! 100 Subject Lines (and 7 Tips) That Will Get Your Emails Opened and Clicked onPremium Contentby Kimberly Smith
    Even in a social media world, email pulls as the strongest-performing marketing channel. The first step on the path to strong performance, however, is a compelling subject line. Here's what makes for a good subject line, as well as a list of our own 100 subject lines that will both inspire and delight. more
  • A Lesson from Sears: Creating Relevance in Email Marketingby Stephanie Miller
    Sears performed a courageous email-marketing act in mid-December. Like every retailer, Sears was surely eager for additional sales and revenue as the worst holiday season in memory reached a crescendo and the sale window started to close. Despite that pressure, the Sears team had the discipline to hit the pause button on the hard sell in attempting to make a connection with subscribers. Instead, it sent a co-marketing email with Heroes at Home, promoting a national gift registry for returning US soldiers. more
  • Bring Deliverability and Design Together to Maximize Email Marketing Successby Neil Anuskiewicz
    Getting your permission-based email marketing emails into the inbox and ensuring that your email design is just right are closely related. Here is some useful information on the nexus between the two as well as on doing both well. more
  • Five Small-Business Email Customer Lifecycle Tactics for the New Yearby Kara Trivunovic and Andrew Osterday
    It's probably no surprise that the process of acquiring new customers comes with one of the higher price tags of any of your marketing initiatives. The value of growing your customer base is obvious: the potential to sell more products or services. Moreover, increasing customer loyalty will reduce your marketing costs by providing you with a growing number of prospects and customers that can be easily and efficiently communicated with. Accounting for these 5 basic lifecycle tactics for the coming year will help identify areas of focus when laying out your strategy and setting goals. more
  • Tips on Avoiding Deliverability Disasterby Barton Schaefer, PhD
    Will nearly 100 percent of my marketing email end up in my customers' spam folders? The answer may be "yes" if your company doesn't change its email practices. more
  • If Marketing Is About ROI, Email Fits the Billby Neil Anuskiewicz
    The news about investment in marketing is not good as many firms cut their marketing budgets left and right. Instead of taking an ax to your marketing budget, consider first how your budget is allocated and move some resources to marketing activities that yield a higher ROI. 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
  • Digital Alchemy: How to Get Gold From the Fusion of Digital Marketing Elementsby Karen Talavera
    Digital marketing isn't just an ever-growing collection of components anymore (if it ever was). Don't limit your perception of it to adding the latest Web 2.0 gadget to your site or playing in the newest online community. It's not simply about befriending the Johnny-come-lately of the Web 2.0 family, ranging from YouTube to Twitter to podcasts, blogs, MySpace, Facebook and SecondLife. There is no "connect the dots," because digital marketing is geometric, not linear. What's it all about then? These days, it's about creating fusion. more

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