whitepapers.dmnews.com/Email Marketing

Increasing Email Deliverability: Getting Email to the Inbox

Deliverability remains one of the most important challenges for email marketers. That's why you need to take all the proper steps to increase their ability to get into that all-important inbox. Read this white paper to learn more about how you can boost your email program's deliverability performance.

Growing Opt-in Lists: Turning Web Browsers into Buyers

This white paper provides powerful tactics to help you grow bigger, better and more relevant opt-in lists — and turn your Web browsers into buyers.

5 Simple Ways to Revolutionize Customer Loyalty Through Email Marketing

Targeted and personal, no medium today is as effective at empowering marketers with the ability to reach out and connect with their customers on a real 1-to-1 level more than Email Marketing. This insightful White Paper provides 5 simple but powerful email tactics that will keep your customers coming back for more.

Email Deliverability in the Age of Spam

Nonprofit organizations of all sizes are facing considerable challenges as they reach out to their supporters using email. Learn how to overcome these challenges and connect with your customer with a minimum of filtering and blocking.

A Five Phase Approach to Email Marketing

This article, published by iMedia Connection in July 2006, addresses one of the biggest challenges associated with e-mail marketing programs – establishing meaningful contact with customer targets in order to increase sales, while protecting and enhancing your brand. It illustrates that successful e-mail marketing designed to drive sales and build brands requires adopting a methodology that includes more precise prospect targeting, better permission-based models, a better overall consumer experience and better quality lists.

Personal and Dynamic Email Campaigns

"Personal and Dynamic Email Campaigns" provides key metrics that emphasize the importance of personalizing and timing emails, and tips to use email as a relevant direct marketing tool. Download this presentation now!

Email Branding & Relationships To Build Business

As an email marketer, you are probably aware that email has a significant impact on brand. But do you truly know how to use email as a branding vehicle? OgilvyOne discusses the importance of email to your brand, and how to formulate emails to maximize "good" branding.

E-Newsletters: Publishing = Marketing

This presentation addresses the critical aspects that define a successful enewsletter: content, deliverability and rendering, and engagement. Learn how to improve all three with insight from the eNewsletter gurus at OgilvyOne.

Six Secrets to Grow your Customer Database

Over the last 10 years of optimizing online media campaigns, Response Media has established some best practices for profitable, successful email address acquisition and email database growth. Download this brief now to learn their key strategies.

Message Systems Takes Email Deliverability to a New Level for Bluestreak

"Because of Message Systems, today we can intimately and accurately monitor our email. The second an issue arises, we make adjustments to correct it." Find out why Bluestreak's CTO is so pleased in this case study.

How to Handle Spam Complaints

Organizations using e-mail marketing as a part of their overall communications plan can utilize a variety of tactics to effectively manage and reduce spam complaints. The purpose of this white paper is to educate organizations and marketers on the basics of the CAN-SPAM act by weeding through the jargon.

How and Why To Switch Email Service Providers

There are more than one hundred Email Service Providers (ESPs) selling their services in the market today and all of them are on the hunt for new customers. This white paper identifies what we call, "decision points," factors that make it worth your while to consider finding a new ESP.

Getting Started with Email Marketing

In this series, we will provide an overview on email marketing, offer tips to help make your e-mail marketing campaigns more successful, review the tools necessary for effective email marketing and expose email marketing mistakes to avoid.

Permission Email: 5 Key Requirements

In this report, we will review the Can-SPAM Act and set out 5 key requirements that will ensure that our email is considered legitimate by our customers, email clients and ISPs.

Email Newsletters: Turning Passive Subscribers into Active Readers

Just because somebody subscribes to your email newsletter doesn’t mean that they read it. Here are 3 tips to turn your passive subscribers into active readers.

Email Newsletters: Implied Permission

The lines of permission marketing are not as grey as many would suggest. It’s pretty clear cut. You either have someone’s permission to send them commerical email or you don’t. Listen to this podcast to learn more.

Bringing Humanity Back to the Web

In today’s world, it may seem like there is barely enough time to stay on top of running a business, let alone for perceived luxuries like personal interaction over every transaction. This white paper looks at the benefits of combining two popular online communication tools- email marketing and live chat - to boost customer loyalty and retention.

Email Marketing Case Study: Meade Automotive Group

Email marketing was an unexplored avenue for Meade Auto and they were open to its potential as a tool to help create awareness and sell cars. Learn how eROI helped Meade to implement a successful email marketing campaign for their Lexus dealerships that surpassed their expectations.

The John Ross Case Study

As Portland’s premier locally owned real estate company, Realty Trust was reaching out to a largely affluent and discriminating audience to begin the sales process for a building that had not yet been built. Realty Trust asked eROI, Inc to provide some interactive and dynamic marketing strategies through a series of email & database marketing campaigns.

Marketer & Agency Guide to Email Deliverability

This document reviews the definition of deliverability, its history, and the impact on marketers. The current causes of how to measure and monitor and how to resolve deliverability issues are also addressed.

SMB companies in the Eye of the IT Storm

Download this white paper to find out how EchoMail's specially developed software solutions give the winning edge to the SMB sector.

Email Marketing: Art or Science?

It's a long-debated question: is email marketing an art or a science? The answer may surprise you. Download this paper now to learn more.

Assembling a Quality Email Marketing Team

Email marketing should be considered a key component of a company’s overall marketing strategy. In the past many companies treated email marketing as an afterthought, failing to devote the talent and resources needed to affect an appreciable return on investment. To get the most out of an ongoing email marketing campaign, a quality team of knowledgeable professionals must be assembled.

Email Marketing Means Knowing Your ISP

When it comes to using installed email marketing software solutions, your best delivery option is through an SMTP mail server.

Testing Your Email Message Delivery

Most email marketing professionals would agree that one of the most important habits to incorporate into your email marketing campaigns is the message delivery test.

Getting Under the Skin of the Database Marketing Industry

In October 2005 Alterian conducted its 3rd annual Trans-Atlantic survey with nearly 700 marketers and marketing services providers in both the United Kingdom and North America.

Online. Offline. Are They Working In-Line?

In October 2006, Alterian conducted its 4th Annual Survey which considered the attitudes and opinions of 540 marketers and marketing services. Alterian’s Annual Survey’s focus was on the relationship between online and offline marketing activity, and exploring the benefits of, and barriers to, integrating digital and more traditional marketing.

How to Take Control of Database Marketing

So if you’re a marketer, leave SQL to IT and claim the upper hand when it comes to database marketing. Here are a few tips on how to take control.

10 Steps to Effective Email Marketing

Discover the 10 steps of effective email marketing which are crucial to the success of your email marketing campaigns.

Email Relationship Management, Part 1

Today more than 30 billion emails are sent each day. However, 90% of database and direct marketers are not leveraging this popular marketing channel. Why? Is it because email doesn’t have a great ROI? Is it too expensive? Read this article for more information.

Calling Doctor Deliverability

Email response rates sluggish? Might be a symptom of ailing deliverability. Use this checklist to give your email program a Deliverability Check Up. In addition to delivery diagnostics, this whitepaper includes a list of questions (and answers) to ask any delivery provider before signing up for their care.

Sender Score Certified: Standards for Reputation-Based Email Accreditation

This whitepaper provides an overview of what types of measures are used to gain acceptance in this re-launched program, the requirements behind the new standards, and how these changes have created the finest accreditation program available for both senders and receivers.

Get Email Delivered to AOL Subscribers the Old-Fashioned Way: Free

Deliverability really is one area where we marketers have control. Most of the factors that impact deliverability can be directly influenced or managed by the content strategy, frequency, permission, list quality and email infrastructure choices we make.

CoreNet Global Remarketing

BrightWave Marketing designed and executed a remarketing email campaign to help CoreNet Global, the world’s leading professional association for corporate real estate and workplace executives, promote its Annual Summit. Read this case study to find out about the changes made and their results.

Denison University: Email Marketing Delivers ROI for College Fund Raising

Denison University utilizes a multi-faceted direct marketing program to communicate with their alumni and other key constituents. Email marketing has become a more important part of their development strategy in recent years due to the cost effectiveness, tracking capabilities and growing use of email and internet to contribute to the school’s Annual Fund.

EmailStatCenter.com: First Annual State of Email Metrics Survey Results

In August 2007, EmailStatCenter.com launched its First Annual State of Email Metrics survey. Approximately 55% of respondents were from client side and 45% from agencies or ESPs. Download this study to find out what the email professionals want and need in the coming years.

The Retail Marketer's Playbook: Your 180-Day Email Marketing Game Plan with Top 5 Plays

Retailers, it's time to rethink your email marketing game plan. Today's typical retailer still relies on high-volume, low-relevance email campaigns to generate revenue. But this "batch-and-blast" approach fails to deliver a "best-in-class" customer experience that can build real, long-term value.

Email Raises Awareness for Susan G. Komen Breast Cancer Fundraiser

This case study, published by DM News in July 2007, explores how email helped top-ranked ad agency Radarworks succeed in a changing market in developing a marketing campaign using a mixture of media channels with a set budget to maximize brand and event awareness and drive participation, and be able to measure the ROI from each marketing channel.

Conversions: The Only Real Way to Measure Success for Acquisition Email

This opinion piece, published by DM News in November 2007, addresses a common but less talked about problem with email marketing – over-mailing to positively effect otherwise mediocre results; which is likely the result of an acquisition email provider using a compiled response file, and guaranteeing high open and click rates in addition to a positive ROI. This article provides insight on what the marketer, broker or agency can do to ensure they are maximizing the ROI from a given campaign, while disincentivizing over-sending behavior.

Don't Sacrifice Your Brand for Leads

In this article, published by iMedia Connection in January of 2007, AcquireWeb, Inc. CEO Albert Gadbut offers pointers to consider when evaluating your e-mail acquisition marketing programs. He expands upon some significant questions to consider when evaluating your customer acquisition e-mail and lead generation programs and whether or not they’re right for your brand.

The Cyclic Nature of Online Marketing Tools

This article, published by DM News in June 2006, begins, “As sure as the spring is followed by summer and succeeded by fall, online marketing options, Search, Lead Generation and Email, seem to enjoy a cyclic season in vogue.” This article describes how for many, the use of email cost effectively has driven sales and built brand awareness; however, for the majority, email has not delivered on the promise.

Improve Your Open Rates for Acquisition Email

This article, published by Target Marketing in April 2008, examines principles and practices associated with acquisition e-mail, which also apply to CRM programs, that are often overlooked by marketers when building their e-mail strategies. These fundamentals serve as strategies to consider and employ to yield higher response rates and a more effective e-mail marketing effort.

AcquireVision: Fulfilling the Promise of Email Marketing

This white paper suggests there is no doubt that email marketing can be an extremely cost-effective marketing tool, and when used properly can significantly improve a company’s bottom line. It explains that email can be used in every element of the marketing process, and presents a number of benefits that email can deliver as part of an overall marketing strategy.

Case Study: Continental Warranty

The primary objective of Continental Warranty’s existing search advertising efforts was to generate leads by offering free auto warranty quotes on its landing page. By the Spring of 2007 however, Continental Warranty had hit a plateau in the lead capture rate of its paid search campaigns. At the time, the company was averaging 700 web leads per week from 20,000 keyword phrases and was facing serious difficulties increasing its lead volume.

Email Frequency: How Relevancy Tactics Changed the Rules

Email marketing provides a lot more flexibility as the delivery schedule isn't dependent on outside factors. However, just because email gives you instant access to your subscribers doesn't mean you can email them impulsively or impetuously. Your emails must follow a plan that is as well thought-out and deliberate as all of your other marketing initiatives in order to remain effective.

Email Marketing Best Practices: Checklist for Outsourcing HTML Newsletters

Even though there are many email marketing solutions that allow marketers to create, deploy, track, and manage their email marketing campaigns easily, there is still a significant percentage of companies that outsource this business process to an outside advertising agency, search engine optimization firm, application service provider, or interactive marketer.

A Guide to Effective Email Acquisition

This white paper provides a number of well-tested, organic methods for email acquisition – giving marketers actionable insight to attract and retain a loyal, profitable subscriber base. Download it now.

An Email Marketer's Call to Action for 2008

As you look ahead to 2008 for new opportunities to improve your email marketing efforts, we encourage you to look back for a minute, as well. Remember the “email is a courtship” metaphor and “one-to-one” techniques espoused by Seth Godin and others? Even as far back as 1999, those ideas resonated strongly with all of us because they were dead-on. Jump ahead to 2008, and it’s pretty obvious that marketers have failed to realize the potential in offering true relationship email marketing to customers.

Best Practices for Transactional Emails

Applying opt-in email marketing strategies and best practices to transactional emails can be a win-win for customers and marketers. But the two types of communications are not the same. This white paper is written to help email marketers and online retailers understand: What sets transactional emails apart from commercial messages; how they must comply with all federal regulations; and where to take advantage of opportunities to optimize their transactional email program.

The 5 Components of Successful Lifecycle Email Marketing

Every email marketer can use lifecycle techniques to drive greater online revenue and brand equity. Join the lifecycle email marketing experts from BlueHornet to learn which five components you should focus on to achieve the greatest success.

Managing Your Online Brand Reputation

Your online brand reputation can affect many areas of email marketing, including acquisition strategy, list hygiene, delivery, and conversion rates. Join experts from BlueHornet's Deliverability & Privacy Services team and Pivotal Veracity to learn ways to assess and manage your online brand reputation more easily.

Data Collection Strategies for Lifecycle Messaging

The effectiveness of your targeting and personalization efforts are only as good as the data used to power them. This article will help you discover effective ways of collecting subscriber data -- allowing you to drive campaigns that evolve as your subscribers' preferences and behaviors change over time.

Create Relevant Campaigns Using Behavioral Analytics

As web analytics gains momentum, the question remains, "How do we make it actionable?" An ongoing challenge of the email marketer is translating valuable web data to create more relevant campaigns. Having the ability to take your email marketing/web analytics integration beyond traffic analysis, to gather specific data in real-time on your prospects and customers builds true relationship email marketing.

Re-mailing: Targeting Those That Don't Open

Getting your message to the inbox and opened has become a significant challenge for most email marketers. Once you've done all you can to craft a relevant, effective message and compelling subject line, the decision to open rests entirely on your recipient. Re-mailing is an effective and efficient tactic, giving your message a second chance at the elusive "open" without additional investment.

Growing Your List Organically

You've crafted a highly dynamic, engaging email campaign...now what? Balancing the need to respect customer preferences with the obligation to deliver value to your organization is imperative. So where do you start? This white paper, Best Practices for Email Acquisition, will outline the steps to creating an unforgettable opt-in experiences that lays the foundation for more rewarding email relationships.

Email Marketing Companion

Here's a companion that no email marketer should be without. From abandonment to win-back, included is over 100 common terms used by email marketers. Some terms may be very familiar, while others may be new to you. Maybe you've always wondered how SPAM got its name or what they really mean when they say "customer life cycle". Don't be caught without the answers any longer.

Creating a Multi-Channel Strategy: Increase Your Email Performance by Integrating Other Channels

Improving your performance of email marketing often involves incorporating other online and offline marketing strategies to achieve overall success. As customers become more savvy shoppers, so does the need for companies to communicate in a personalized, relevant and coordinated manner. The most successful campaigns target your customers across multiple channels while following the customer throughout the customer management life cycle.

Leveraging a Trigger-based Email Program to Create Relevant and Timely Campaigns

Even if you're new to email marketing, it will come as no surprise that relevance and timeliness drive responses today, not the generic mass email blasts that once did. The reason? Your customer and prospects inboxes are full and in order for you to stand out, your messages have to relate to them instantly. An easy, and often overlooked way, of incorporating a successful email marketing program, is to include transactional and trigger based email campaigns.

Your Reputation Holds the Key to Deliverability

Twenty percent of legitimate email never reaches the inbox. Blame the ISPs’ ongoing fight against spam—and then, look in the mirror. Today, your sending practices play the major role in determining whether or not your email makes it to the inbox.

Creating Great Subscriber Experiences: Are Marketers Relationship Worthy?

Email marketing is a lot like dating. The marketer tries hard to be seen as an enticing match by the potential subscriber. He offers attractive benefits (best selection! free shipping! fascinating articles!) which the subscriber examines, assessing the possibilities. The subscriber enters into a budding relationship with the expectation that each conversation with the marketer should be interesting and relevant enough to be worth their precious time.

Return Path Fourth Annual Holiday Email Consumer Survey

Email marketing is more powerful than ever, with retailers reporting record online sales and the use of email to drive significant traffic to their ecommerce sites. In the past year, segmentation, targeting, profiling and behavioral targeting have all evolved technically to be easily within the grasp of every email marketer, large and small.

Return Path Q2 2008 Reputation Benchmark Report

The Return Path Reputation Benchmark Report describes actual email performance data for a sample of IP addresses pulled from our cooperative reputation database. We created this report to help quantify the volume of email sent, the quality of the servers sending those messages and how that quality influences deliverability performance.

Tactics to Combat and Manage ISP Image Blocking

Spam is evil and has ruined a lot of what makes email so effective (and fun!). One perfect example among many: When spammers started including pictures that might not be appropriate for all viewing audiences, ISPs and software makers responded by disabling images altogether by default. And marketing email suffered.

Achieving Maximum Results and ROI from Your Welcome Messages

We’re no longer preparing for Y2K, tuning into Ally McBeal or watching the Dow close above 11,000 points for the first time. So why are marketers still sending welcome messages to email subscribers like it’s 1999? Return Path’s research found that in too many cases, marketers are stuck in the wrong decade when it comes to sending welcome messages that enhance subscriber experiences and encourage response.

Integrating Email, CRM, and Web Analytics

To maximize your marketing efforts, integration is key. By combining email marketing, CRM, and web analytics, you can boast a powerful, one-to-one marketing machine. To achieve this, you must first understand where you stand on the integration continuum and align your strategy accordingly.

Field Guide to Triggered Email

Tracking customer behaviors is essential for one-to-one marketing. Combine this with Triggered Email and you can deliver personalized, relevant messages direct to your target audiences. From account alerts to abandoned shopping cart remarketing, ExactTarget’s Field Guide to Triggered Email provides useful tips on how you can use Triggered Email to maximize your ROI.

2008 Channel Preference Survey

Do you ever struggle with finding the right channels to reach your target audiences? With the range of choices ever expanding from email to SMS to Podcasts to Twitter, marketers are faced with a multitude of options to execute campaigns. ExactTarget’s Channel Preference Survey whitepaper specifically addresses the impact of consumer communication preferences on marketing success, and helps you take the guess-work out of your multi-channel marketing strategy.

Growing Your List with Email Append

Is the success of your email marketing program limited by the size of your subscriber list? Email append, the process of adding email addresses to a postal customer database, is a quick and affordable way to expand the size of your email list. If you haven’t considered it in the past, it’s time to take a look. Perceptions about email append and the methods for doing it have matured over the past few years, and it’s now a predictable and reliable email list growth tactic. This white paper provides guidelines and best practices for consumer email appending.

Top 10 Reasons Email Not Being Delivered

ReachMail delivers the top ten reasons that your emails are not being delivered. If you have ever had problems with receiving or delivering emails, these top 10 remedies should help you solve your email problems. Check out this paper and fix your email problems today!