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


THE FROM LINE EXTENDED: Email Rendering on Mobile Devices Poses New Challenges and Opportunities

The mobile phone continues to rise in popularity as a primary communications device making email rendering on mobile devices a serious issue. According to data from MarketingSherpa, approximately 64% of “key decision makers” are reading messages on a BlackBerry or other mobile device. Let’s find out why this issue is finding its way to the top of many a priority list.

What is the problem?

Right now, mobile devices only display text emails. Basically, they make a mess of a finely crafted HTML message. They are fussy about font size and the user is often scanning, not reading, the text. Email marketers will also have a challenging time separating their mobile users in email databases from traditional computer receivers. The segmentation will be necessary, however, to ensure proper rendering of messages to non-HTML-friendly email clients. Another snag is that mobile devices also make it more difficult for email marketers to determine the true open rate of their campaigns. Metrics, we know, are key to evaluating success and implementing positive change.

How do email marketers solve this problem?… read on 

February 8, 2008 1:30 PM