E-mail Marketing - News and Blog

Being part of the IAB email council, I get to be involved in some interesting discussions about the future of the industry, the impact of social media on email and the next big thing.

However many companies are still to exploit the full benefits of email marketing, especially when it comes to database segmentation and targeting.

How did a reputable family of brands (whose products I enjoy a little too much) annoy me into hitting the SPAM button?

Brands that are adopted by phishers to hoodwink web users can have their reputation seriously damaged, according to a new study by YouGov.

Yet web users don’t point the finger at companies when it comes to protecting consumers against such attacks.

Email marketers ranked clickthrough rates as the most important metric when reviewing their campaigns, although one in 20 don't bother to measure results at all, according to EmailStatCenter.

A study we carried out earlier this year painted an even worse picture, with almost one in two respondents failing to measure the success of their campaigns. 

Some 345 US-based marketers responded to the EmailStatCenter survey. We'll list a few highlights after the jump...

Tink Taylor of dotMailer  has compiled a checklist of 12 tips for 'Effective Email Marketing this Xmas' - all of which look like good things to think about at any point in the year.

We list them after the jump...

After working on email marketing for many years, I have certainly seen many examples of the good, the bad and the ugly, with many unfortunately falling into the latter two.

However, one brand is leading the way with an email newsletter that has kept me hooked for nearly two years with fresh and engaging content.

I wanted to share with you a quick summary of the main points of our presentation on “Using email to get relevant and to get incremental revenue” that we gave at eCommerce Expo last week.

Are we overloading our customers’ in boxes? How many is too many?

Dela Quist sheds light on the question of inbox overload and offers encouragement to email marketers who make an effort to ensure the emails they send are timely and relevant.

Figures released by the US Direct Marketing Association show email marketing is still delivering impressive ROI despite falls over the past two years.

According to the data, marketers will have spent around $500m (£244m) on email marketing to drive $23bn (£11.2bn) in sales by the end of 2007. That equates to $48.56 (£23.60) for every dollar spent.

MailerMailer's latest Email Marketing Metrics Report (pdf) takes a look at open and clickthrough rates, the best days of the week to send emails and how personalisation and subject lines can affect open rates.

It finds that emails with subject lines of 35 characters or less are 28% more likely to be opened, and that open rates have declined overall so far this year.