The Whitelist

Your email marketing ROI starts long before you ever send out and track an email marketing campaign. It starts with someone saying “yes” to being on your in-house email list. Because without a list, you don’t have anyone to market to!

Wouldn’t it be great if potential customers just surfed the Web, looking for email newsletters and campaigns to subscribe to? You could just sit back, put your feet up on the desk, and watch your in-house email list grow and grow and grow.
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What looks good on paper might suck on screen. What works in direct mail marketing might bomb as email marketing. And what shines in your version of Outlook might not look so snazzy in Gmail, AOL or Yahoo.

Get some email design peace of mind! Download email solutions provider ExactTarget’s new email design checklist and make sure your email design works on screen, in the inbox, and no matter the email client. From brand to engagement to response, it’s a handy one pager you can review while designing and then refining your next email campaign.
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Social media is all the rage. But email is the enabler. In the world of email marketing, email service providers (ESPs) are integrating social media into their platforms, from ExactTarget’s Social Forward to Silverpop’s Engage and Lyris’ HQ.

ESPs aren’t moving away from email. But they are responding to market demands, as our CEO Marco Marini points out in his article just published in DMNews.
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Despite the hoopla and hype, there’s no way social media is replacing email marketing, as some doomsayers predict. For one thing, you can’t use a social media site like Facebook without an email address how else are you going to sign up and get notifications?

Email solutions provider ExactTarget has already proven people prefer to receive marketing messages via email, not social networking sites.
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Email marketing is equivalent to blowing smoke if you don’t have a growing, qualified in-house email list to market to. And therein lie two big challenges to your list: growth and quality. Some email marketers error on the side of growth and disregard quality in order to have a bigger list. But chances are that bigger list won’t produce bigger email marketing results!
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Next week’s DMAnc meeting takes on the behemoth of direct mail.

Email marketing has many advantages over direct mail but the reverse is also true. A direct mail piece might be so clever it ends up stuck on a refrigerator. An email won’t ever find a place of honor like that!
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I’ve been thinking. About email marketing and how email marketing can work without selling…

I’ve been thinking about the recession, how people are spending less, and how companies are emailing more to try and get penny-pinching, recession-wary customers to buy. At the same time, I was thinking about our last recession, and hearing that a study proved companies that kept marketing during the recession came out stronger when the economy recovered. And to top that all off, I was thinking about customers, and when you drop them from your list because they haven’t bought for a while as part of good list hygiene…
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Thank goodness for Chad White. Among a plethora of email marketing blogs, newsletters, whitepapers and more, he almost always has a fresh take on all things email-marketing related.

A recent article from June 2nd bridges the social/email gap quite nicely. Rather than the typical “rah rah, get on the social media bandwagon” message that’s so prevalent today, Chad takes a rational look at the two forms of marketing, and how they can learn from each other. That’s what we need: an understanding of how to integrate social media and email marketing, for better email marketing results, but also for better marketing in general, i.e. more customers, more brand loyalty, more sales, etc.
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To up your email marketing ROI, look past the inbox because the landing page is where the action’s at, once you get that click through.

This month’s ClickMail Marketer email newsletter offers tips for optimizing your email marketing landing pages based on knowledge gained from Marketing Experiments’ professional certification program.
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