How to engage audiences through email marketing

You’re an IT Director in financial services. Or the Head of e-Delivery in the public sector. From our decision-maker research, we know that you receive around 30 supplier marketing emails every day (without even considering more regular spam emails) – and probably find barely a quarter of these to be relevant.

It’s a sign of email’s growing popularity or even over-use in isolation from other activities (as a more ‘measureable’ and ‘cost-effective’ digital channel) and of some common mistakes being made in how it is used.

We recently reviewed a year’s worth of emails sent out as part of wider relationship, lead generation or thought leadership programmes. The key conclusions are presented – and illustrated with examples – in a paper available to download here.

3 Absurdly Simple Ways to Tie Together Social Media and Email

Increasingly, active email marketers are wondering how they can engage with their subscribers in social media.

It’s a bit scary, because most email is still of the “batch and blast” variety, and that dog will not hunt in social media, where the marketing is conversational and the name of the game is relevance.

But, assuming you aren’t looking at social media as a messaging venue, but rather an opportunity to learn about your customers, and for them to learn about your brand, tying your email and social media efforts together should be a 2009 prime directive.

Here’s 3 easy ways to do so:

1. Collect Profile Data in Subscription Forms

Offer your email subscribers the option of including their Twitter name on your subscription form. Something like:… read on

Email subject lines: Does length matter?

Added:Dec 10, 2008

A strong subject line is the key factor in improving the return-on-investment of email marketing campaigns, rather than the length of the subject line, according to new research.

The study, from Email Services Provider Epsilon International, analysed the impact of more than one billion emails over nearly 20,000 separate campaigns sent out by five US retail clients and five US consumer goods clients, in what is understood to be the biggest ever study of the impact of subject line length…read on


Email Marketing to BlackBerrys – Usage, Formating & Rendering Tips

 Ready to hear the horrible truth? 64% of key decision makers are viewing your carefully crafted email on their BlackBerrys and other mobile devices, according to new MarketingSherpa data. And, chances are, your email looks downright awful.

By Chris Heine | MarketingSherpa – July 2007

What do you do? First, find a BlackBerry and see for yourself. Then, call for an immediate meeting with your email design team. To help, we’ve put together a list of tactics and creative samples so you can see just how truly bad it is. Plus, hotlinks to two cool simulators … read on