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Email has been around too long for businesses using it as a marketing tool not to get it right. It's time to go back to first principles, says Adam Woods.
Ill-conceived email can be a real turn-off for consumers and damage your brand's reputation, says Andrew Robinson. Here are the pitfalls to avoid when sending marketing messages electronically.
A highly effective way of using email for marketing communications is to create timed and sequenced communications, triggered by events and customer behaviour, writes Mike Weston.
Over the past decade email marketing has developed into one of the most effective communication channels available to businesses. By the end of last year email volume surpassed that of direct mail, which indicates the importance of email in marketing and communication strategies. As a direct result,...
Marketers using email need to learn to make messages relevant to recipients or risk having customers turn off their brands and opt out of future communications, the head of a leading e-marketing solutions provider has said.
The issue of ISPs wrongly defining marketing emails as spam re-emerged last week when the winner of a £1m prize draw found a message telling her she had won in a "junk mail" box.
To make an email sweepstake work, you must not only offer an attractive prize, but also ensure long-term success by converting acquired prospects into real customers, says Paul Hedgeland.
When it comes to incentivising home shoppers, the combination of online and direct mail is more effective than either medium alone.
Direct marketers can no longer ignore digital marketing channels, though some advocate adopting a more integrated approach.
To get the most out of an email campaign, choosing the right provider is not as simple as it might seem.
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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