The Whitelist

Just like email marketing is made up of many parts, so is the job of the email marketing vendor a multi-faceted affair. That’s why we have a topnotch staff of experienced email marketing experts. Today we profile Dion, the Technical Product Service Manager at ClickMail.

Dion’s direct marketing training and expertise spans over 10 years. A former US Army Special Operations Veteran in Psychological Operations, Dion later went on to become an events marketing manager, project manager and lead generation specialist. His career path led him to managing email marketing projects for numerous B2B and B2C campaigns.
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Email marketing is made up of many moving parts. There are technical parts like the software, policy parts like CAN SPAM compliance, tricky parts like the email delivery, email design parts like alt text, and last and certainly not least, the word parts.
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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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It’s springtime! The birds are singing, buds are bursting and grass is greening. Could your email marketing results use some freshening up too? If so, check out MarketingSherpa’s 2009 Email Awards Gallery for inspiration.

With 43 inspiring email marketing award winners’ examples and descriptions, you could consider this an email marketing best practices tutorial. Seriously. Take some time to skim it, then go back through and learn from tried-and-true techniques for:
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If you read this blog with any regularity, you’ve seen plenty of references to email best practices. Pick any facet of email marketing, and you’ll find numerous email best practices you should adhere to in order to maximize your email marketing ROI: email copywriting, email subject lines, email delivery, email everything…

…including email design.
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Last week we sat in on ExactTarget’s email deliverability webinar, ‘Getting to the Inbox: Why “Send” Is Not the End and Reputation Is King.’

The webinar pointed out that as concerned as email marketers are with maximizing their email delivery rates, they still aren’t paying enough attention to reputation.

According to the webinar, actions taken by email marketers to improve email delivery in 2008 included:
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Although email marketing happens online, and no hammers or drills are required, it’s still a craft that calls for the right tools, knowledge, skills and dedication to create a great end product. As a reminder as the boy scouts would say—expect the best but prepare for the worst, make sure your email marketing toolbox is fully loaded with all of the following now…before you find yourself in a pinch, with no email hardware store to run to:
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Email marketing is a funny thing, a mix of art and science, and part of that science is the technology behind it. Without the technology, we wouldn’t be able to measure email delivery, track open rates, or test how our email design renders. But not all technology makes sense all the time. Sometimes a new technology comes along and we as an email marketing company must ask: Is this something we should be encouraging our clients to do?
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The holidays are over and it’s back to work, fellow email marketers! Time to get refocused on email marketing ROI through better email delivery, more relevant email copywriting, and email design that renders right no matter the email client.

It’s also time for a reminder of upcoming email marketing events that will get you up to speed and in the know about email marketing tactics and techniques.
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Do you use a PDA, iPhone, BlackBerry or some other mobile device? It’s 2008. Chances are pretty good that you do. Chances are also pretty good that you know email marketing doesn’t always render the way you want on a mobile device, especially a BlackBerry.

Just as emails render differently in different email clients (which our next issue of the ClickMail Marketer will touch on), they look different depending on the mobile device too.

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