The Whitelist

Next week Lyris sponsors a critical email marketing webinar featuring our own Michael Kelly. Titled “Reaching the Inbox – E-mail Reputation and Deliverability,” the one-hour webinar will take on email delivery and how your email marketing reputation affects your deliverability. The panel will cover:
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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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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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What counts as an email marketing result? Does that mean someone opened your email? Or bought something? Does that mean a click? Are there other email marketing results we would accept, some that aren’t as easy to measure? After all, open rates are easy to measure. So are click throughs. And we all like to measure the dollars made when an email results in a sale!
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Driving down the road, a black Audi Quattro was spotted with a black and white calf standing in the back seat.

Marco, CEO of email marketing vendor ClickMail, is a huge car buff. It only took him a second to recognize the quality of the car. And it only took him another second to realize the huge email marketing lesson to be gained here.
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Who are the people behind email marketing vendor ClickMail Marketing? They are smart, savvy email marketers with years of experience in the email marketing, marketing and technology industries. And it’s about time you got to know them better. Over the next few weeks, we’ll introduce you to our email marketing management and staff.

Because he’s doing so much public speaking on email marketing these days, we’re starting with Michael Kelly, Director of Business Development and a co-founder of the company.
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ClickMail. No, it’s not as glamorous as ghost busting, but we are proud to be the email marketing vendor clients can count on to deliver on time and on budget.

We recently did that for a federal credit union with more than 72,000 members worldwide and close to one billion dollars in assets. You can imagine how much email marketing an organization that size must do. They use email for transactional messages as well as to confirm new accounts and settings changes.
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It’s admittedly easier to execute an email marketing campaign than it is to measure, learn from and improve upon one. Maybe that’s why as an email marketing vendor, we see so many companies relying on simplistic metrics, unaware of how to make changes that matter to their campaigns.

If you’re wondering  whether your metrics are providing you with any real actionable insight–and how to act on that insight–good news: The newest email marketing whitepaper to be added to our growing email marketing library will take you beyond measuring open rates and click-throughs, to some metrics that really matter.
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You’ve seen it here before, you’ll see it here again: Transactional emails are a much-overlooked marketing opportunity! But as much as we tout transactional emails, we tout email best practices even more. And as an email marketing vendor, we’re always on the lookout for straightforward, easy-to-digest and easy-to-apply email best practices to share with you. Today courtesy of Silverpop’s Loren McDonald, we get to share with you the best of two worlds: email best practices and transactional emails.
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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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