The Whitelist

As we’ve been saying these last few weeks with repeated posts on improving your email delivery rates, there are all kinds of ways to increase your deliverability. And all are worth taking a look at because even if you improve by ½%, that can add up to a significant impact on your email marketing ROI. If every tweak you made mattered a little, but you tackled a number of them, every tweak added together can mean a marked improvement!

But the next step is to get your email marketing opened and acted upon. For tips, tricks and expert advice on increasing your email marketing ROI after you get to the inbox, download our popular email marketing whitepaper titled, “You’ve made it to the inbox. Now what? Driving ROI once your email is delivered” available here.

Pulled together by top email marketing consultants, this whitepaper is even more helpful now as subscriber engagement becomes a key factor in how ISPs look at your email marketing: as spam or not.

Make all of these email best practices part of your email marketing process today by downloading the whitepaper here.

Time and again in this email marketing blog, we preach relevance as key to email marketing ROI.

But what is relevant? Relevant to me could be ridiculous to you.

Regardless of varying interpretations of the word’s meaning, the concept remains critical to your email marketing success. So let’s clarify.

Relevant email marketing means your email marketing subscriber gets emails from you when she wants, how she wants and with information she wants.
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Every email marketer wants to grown his or her in-house email list. But, as we’ve alluded to before in this blog, there’s a danger inherent in growing anything if it makes you too focused on the numbers (i.e. quantity) and less focused on the outcome (i.e. quality).

And that leads to slightly more aggressive approaches to garner more names that might grow your list but not positively impact your email marketing ROI due to poor quality names.
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For retailers using email marketing, Christmas really does begin in July. That’s when we begin planning, preparing for–and hoping for–great email marketing results.

It’s not a new concept. I once read that the idea of Christmas in July came from Victorian times, when women would start making gifts in July, giving them several months to get their projects done. (Makes you wonder what they’d think of our Christmas shopping these days, on the Internet on December 20th, shelling out an extra $25 for rush shipping charges to guarantee delivery by Christmas Eve!) But it translates wonderfully from needlepoint on a pillowcase to email marketing campaigns because they both take planning and time, and the more you have of both, the better your results.
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Are you measuring the right email marketing metrics the right way? As much as we as an email marketing vendor love metrics and share that love with our email marketing clients, we also see the danger in how easy measuring can seem to be.

That’s because email marketing serves up plenty of numbers, whether you’re doing a good job or a poor one. And as with politics, these numbers can be skewed if you’re not sure what you’re measuring and why.
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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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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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Confused by social media and how it relates to email marketing? You’re not alone in your confusion! But help is on the way on June 25th when Michael Kelly, our Biz Dev Whiz, takes part in a panel at the Online Marketing Summit in San Francisco.

The panel presentation is titled “Chicken & The Egg: In a Web 2.0 World, Does Email Drive Social Media or Social Drive Email Marketing?” During it, you’ll hear email marketing and social media experts talk about the push-pull mechanisms that drive real social media success.
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If you’re in Denver on June, 4th, you’re in luck for two reasons. One, ClickMail Marketing’s Michael Kelly is presenting at the Online Marketing Summit in Denver that day. He’s presenting a favorite email solutions provider topic: Email Marketing Makeover! Michael loves the before and after stories of email marketing, and how email marketing makeovers can improve email marketing ROI. Among the topics he’ll cover are:
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Email solutions provider Silverpop tackles one of the big mysteries of email marketing on Thursday. Attend this webinar, and learn how to improve your email marketing results by sending your emails at the best time.

On the 21st, speakers Loren McDonald and Richard Evans of Silverpop present “In Search of the Ideal Email Send Time.” If only you had a crystal ball that could look into your customers’ minds and see when they would be most receptive to your email! Because that’s what it’s really about, as the Silverpop email marketing rock stars will tell you during the webinar.
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