@ClickZ: E-mail Marketing vs. E-mail Sales

ClickZ, Apr 20, 2009: Jeanne Jennings.

In “E-mail Marketing vs. E-mail Sales” Jeanne Jennings discusses “true email marketing” and compares email’s use in a marketing and brand role and a sales orientated role.

In my experience, email is used in B2B more for sales than marketing, check the article and see where your company might land…read on

clickz: Two Free E-mail Deliverability Tools

Jeanne Jennings, for ClickZ, on Apr 6, 2009, gives us a couple of free deliverability checking tools, I’m already familiar with Sender Score but I have not played with EDS yet, I’ll update when I know more…

Today I’ll share two free resources that can help you identify and address potential deliverability issues related to your sender reputation. Either resource alone is valuable; when used together, they can provide the information you need to safeguard your e-mail reputation and deliverability…read on

bizcommunity: Good design triggers better response when marketing by email

Issued by: Striata 3 Apr 2009 13:11

In email marketing, design plays a significant role in how recipients respond to the message. Whether recipients engage can be significantly influenced by the application of best practices in email design.
Mia Papanicolaou, Head of eMarketing at electronic messaging specialist Striata, stresses the importance of considering how people read online and how the email appears in their preview pane…read on

Starting email marketing

This is a pretty good strategy starting point from Steve Adams on April 2 for BtoB’s ask the expert called “What are some tips for small businesses that want to start an e-mail marketing program?

There is also what appears to be another version of the same article in MediaPost: ‘Five Tips For Building A Strong Email Marketing Foundation‘ on the same day by Steve Adams again but this seems a little easier to read.

They are quite basic but in my experience quite a few small businesses just go “let’s do some email marketing” allocate someone in the office to do it who has never done it and it doesn’t get done properly and just becomes an interruption rather than a communication tool.

It is vitally important to really have a good framework and perspective before you actually start sending emails. Seth Godin says that you should have a good story and be remarkable (Purple Cow). Whether or not you agree to that extent, you do need to have something to say and it really helps if your web-site can back you up. So many small businesses will not combine their web-site with their emails and put all of the content in a massive email and just link to the home page but sometimes that is better than nothing.

If you are a small business and you are just starting with email, this is useful, you might also want to check-out Jeanne Jennings (clickz) and Mark Brownlow (Email Marketing Reports) who are two of the most reliable sources of email marketing knowledge I have found in the last two years.

EMR: The myth of targeted opt-outs RT: @MarkatEMR

I have just read another cracking article from Email-Marketing-Reports, called ‘Targeted opt-out email: busting some myths‘ where Mark discusses the pros and cons of emailing people without explicit permission, you’ll have to read the article and I’ll have a comment on there but one thing to remember is that the law’s are not enough for recipients.
Spam filtering software, ISPs reputation monitors and more are now giving more and more power over our deliverability to the recipients of our emails.
Telling Spamhaus that you have not broken the law when they block your entire hosting centre, after a spam complaint, is not going to get you anywhere. People who sign up for the protection of spam filtering software only want emails that have been asked for. So if anyone marks an email as spam the fall-out could be horrific.
Hotmail and Yahoo are focussing more and more on the reputation of the IP address and sending domain’s, these can go up and down depending on nearly every action a recipient takes: marking as spam is bad, opening and clicking is good, moving from junk folder to inbox is good. These things can really pile up and before you know it you can only send 200 emails an hour to them before they start sending them back or just deleting them on impact.

Permission is good! Read the full arrticle on EMR now