Email Marketing

  • Email Marketing

    Email Case Study: Moosejaw Adds Personality to Email Messages

    August 2, 2012 •

    The challenge with an ongoing email program is that people are busy. Unless they have a need for your product or service, they aren’t necessarily going to open your email and purchase from you immediately. To stay relevant and keep email recipients engaged, some retailers are turning to...

  • Email Marketing

    Sending HTML and Plain Text Email Simultaneously

    July 25, 2012 •

    With so many different smartphones and tablets, it’s important to be able to display your company's emails in the way that the mobile browser is best suited. Some mobile browsers will show your email in its full HTML form. Others will default to just plain text. How do you know which version to send to each recipient? The solution to this problem is to craft an email which has two parts: one that displays your complete graphics and the other made up of nothing more than conventional text, with no images and colors.

  • Email Marketing

    4 Ways to Improve Email Deliverability

    July 18, 2012 •

    For an email-marketing program to be successful, the message must be delivered. In this article, I'll explain email deliverability basics, and offer four tips to make sure your emails hit the inbox of your recipients. 1. Know Your IP Address An IP address is a numerical number for th...

  • Email Marketing

    5 Ways to Freshen Your Email List

    June 18, 2012 •

    Your email-marketing program depends on a quality list. It's easy for a list to stagnate over time. An email database that is left alone, without refreshing, combined with an email marketing program that is not stimulating, will lead to lower open and click rates. In this article, I'l...

  • Email Marketing

    How to Choose an Email Service Provider

    May 10, 2012 •

    Selecting an email service provider can be a daunting task. With so many potential providers — and a vast range of pricing options and levels of service — how do you know which providers are the best match for your ecommerce business? In this article, I'll address five keys to help yo...

  • Email Marketing

    5 Unique and Effective Email Offers

    April 16, 2012 •

    The offer in an ecommerce email campaign is key. Coming up with offers that stand out from the competition and get your subscribers' attention, however, can be difficult. A straight dollar-off discount gets boring over time, and email recipients will eventually ignore the same types o...

  • Email Marketing

    Using Email to Promote Holiday Sales; Pros and Cons

    March 15, 2012 •

    With St. Patrick’s Day near, companies are scrambling to deliver emails to promote green-themed products, or events around the holiday. With all the buzz, it brings up a interesting question: When does it make sense for ecommerce merchants to embrace a holiday or event and incorporate i...

  • Email Marketing

    5 Steps to Effective Email Calls to Action

    February 17, 2012 •

    In email marketing, subject lines get recipients to open the email. The "from" line gives credibility and builds brand awareness. The creative message invokes the desire to know more, buy a product, or sign up for a webinar. But one of the most important and overlooked elements to email...

  • Email Marketing

    Email Marketing: 3 Ways to Increase Relevancy

    January 19, 2012 •

    An email marketing message needs to be relevant to its recipients to achieve maximum results. Relevancy can be a simple as inserting the recipient's name in the subject line or salutation. But it can be much more dynamic than that, too. It can include recommendations based on past pur...

  • Email Marketing

    4 Mobile Email-Marketing Tips

    December 20, 2011 •

    There are many mobile devices that consumers can choose from: basic feature phones, smartphones, tablets, e-readers and more. Consumers have their own preferences as to what combination of devices to use and whether to use them on cellular connections, Wi-Fi networks, or both. For ecomm...

  • Email Marketing

    Email Case Study: Toys“R”Us Gears Up for Cyber Monday

    November 15, 2011 •

    For online retailers, the days before and after Thanksgiving can determine a successful holiday season. Toys“R”Us, the large U.S.-based toy retailer, uses email marketing extensively during the holidays. I'll analyze Toys“R”Us's email strategies in this article — to help other merchants...

  • Email Marketing

    Email Case Study: Makes Daily Frequency Work

    October 17, 2011 •

    For many ecommerce sites, sending marketing emails every day may be scary, fearing that recipients will unsubscribe based on the number of emails they are receiving. However, sending daily emails ...

  • Email Marketing

    Email Case Study: Travelzoo’s Value and Simplicity

    September 14, 2011 •

    Email campaigns can be extraordinarily complex. There are dozens of elements within any campaign that may affect overall results. These elements include subject lines, creative text, calls to action, product offers, timing, frequency, and audience considerations. Email marketers try to ...

  • Email Marketing

    How to Calculate the Value of an Email Subscriber

    August 19, 2011 •

    Many merchants rely on email marketing to drive sales. Increasing the number email subscribers can drive sales even more. By establishing and understanding the value of an email subscriber, merchants can decide how much money and effort to spend growing their lists. This article will...

  • Email Marketing

    Email Case Study: Analyzing J.C. Penney’s Frequency, Subject Lines

    August 8, 2011 •

    Online retailers often face decisions regarding their email programs. These include issues like determining ideal frequencies and crafting compelling subject lines. To help address these questions, I’ll be writing a ...

  • Email Marketing

    Using Surveys to Grow Sales; 4 Tips

    July 19, 2011 •

    Ecommerce merchants frequently reach out to new and existing customers. Whether they use methods such as email, paid search, search engine optimization or banner ads, the goal is always the same: to drive qualified traffic back to their sites. Unlike brick and mortar stores, however, th...

  • Email Marketing

    4 Tips for Improving Your Email Conversion Rate

    June 9, 2011 •

    Sending timely and relevant communications to your email file is a necessity in driving qualified traffic to your site. Simply increasing your traffic numbers may be the first step, but ...

  • Email Marketing

    Email Versus Social Media: 3 Key Points

    April 29, 2011 •

    With increased use of social media, many marketing professionals wonder if email will remain relevant. The question for ecommerce retailers then becomes where should they focus their efforts, and should they abandon email for social media? comScore, the tracking and analysis firm, publ...

  • Email Marketing

    Segment Your Emails to Increase Effectiveness; 4 Potential Segments

    April 8, 2011 •

    For email marketing, the practice of "batch and blast" is dated. Companies should move beyond this strategy, into a segmented email approach that is more relevant to each individual subscriber and increases the overall effectiveness of an email-marketing program. But where do you start ...

  • Email Marketing

    Using Email for Customer Acquisition

    February 24, 2011 •

    Email is a proven marketing channel for many online retailers. It's relatively easy to implement, and inexpensive. Return on investment tends to be high when marketing to your opt-in subscriber file or to visitors on your website. But can email be used to prospect and acquire new custom...

  • Email Marketing

    7 Tips to Grow Your Email Subscriber List

    February 14, 2011 •

    Email is a unique marketing channel because it is permission based. That's one reason email has a high return on investment: If consumers raise their hands and say, “Please market to me;” they are likely to purchase in the future. But building a large opt-in subscriber base takes dedi...

  • Email Marketing

    7 Email-Marketing Tactics for 2011

    January 11, 2011 •

    Email marketing is vital for many ecommerce merchants. What does 2011 hold for email marketing? Below are seven key email marketing tactics businesses should be planning for the upcoming year. Relevancy Craft email messages with increased personalization, through segmentation and tar...

  • Email Marketing

    The Power of Triggered Emails; 6 Examples

    December 7, 2010 •

    In the natural progression of most email programs, there comes a time when an ecommerce site is ready to tackle the power of triggered emails. Although a challenge to set up, they can be a crucial element in your overall marketing communications strategy, and for good reason. Triggered ...

  • Email Marketing

    Optimizing Your Email Frequency: A 5-Step Plan

    November 3, 2010 •

    Frequency is always an important topic for email marketing. As marketers, we are afraid to overload our customers. We often forget that email is a channel that requires consumers' permission before communicating with them. As consumers, we don’t opt in to viewing Staples television com...

  • Email Marketing

    5 Keys to Transactional Emails; The Yankee Candle Example

    October 7, 2010 •

    Transactional emails, by definition, are sent automatically after a customer places an order. Every transactional email is an opportunity to connect with your customer at a point where he or she is fully engaged. But how can you optimize transactional emails to encourage customer inte...

  • Email Marketing

    Email Marketing: 3 ‘Best Practices’ to Ignore

    September 8, 2010 •

    I am the email marketing manager for S&S Worldwide, a large retailer of crafts and school supplies. Over the years, I have encountered many "email best practices." But like Snap Bracelets, Cabbage Patch Kids and Atari, trends change. And email best practices, I've learned, do not ap...

  • Email Marketing

    Email Marketing: The Three-Part Plan

    August 16, 2010 •

    Editor's Note: We welcome as our new email-marketing contributor. She's marketing manager with S&S Worldwide, a direct marketer of arts and crafts, sporting goods and educational supplies. She is responsible for the planning and implementation of S&S's email marketing programs,...

  • Email Marketing

    Tips for Formatting HTML Emails in Microsoft Outlook

    June 23, 2010 •

    Roughly one-third of all email recipients use Microsoft Outlook. But that program famously distorts HTML-formatted emails when other email clients, such as Yahoo!, Gmail, and Thunderbird, render the same email messages differently. The result is that email marketers, such as ecommerce ...

  • Email Marketing

    The PeC Review: MailChimp is a Full-Featured Email Campaign Manager

    January 28, 2009 •

    MailChimp offers a complete email marketing solution that is simple and inexpensive enough for small businesses but powerful enough for fairly large Internet merchants with sales of $5 million per year or more. According to its staff, MailChimp has over 60,000 users. It manages lists...

  • Email Marketing

    A Simple Way to Format HTML E-Mail Newsletters

    January 1, 2000 •

    I hesitate to provide a guide to formatting HTML e-mail for one reason: there's little else about this on the Web, and the article is likely to produce a torrent of phone calls and e-mail inquiring about further details.