The Whitelist

In the email marketing world, “mobile” means much more than making sure your emails are rendering correctly on handheld devices.

Americans are on the go, especially during leisure time. How do you market to your customers when they’re not sitting at the computers? Some will have PDAs and BlackBerries and iPhones, but trust me, they’re not all that interested in your email marketing when out and about and scanning email on their phone: As great as your offer might be, chances are good that your email marketing campaign is a heck of a lot less effective on a tiny PDA screen than a full-size computer screen.
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Email best practices are those practices that improve your email marketing results, whether you’re improving your email delivery rate or your email copywriting or how your emails render in various email clients. As an email solutions provider, we at ClickMail are probably much more aware of how numerous these email best practices are, as we strive to make sure our email marketing clients learn them and use them.
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According to a recent eMarketer article on email unsubscribes, only 5% of respondents said they never unsubscribe. That means 95% do! That’s something to think about if you work in email marketing.

And some subscribe quite often. The article states 55% of email subscribers in North America unsubscribe occasionally and 14% frequently. Again, another high number.
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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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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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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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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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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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