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February 2006

25 entries from January 2006

Authentication and Reputation [webseminar: January 27]

In a focused online seminar the DMA will provide members and non-members with a clear best-practice procedure to email effectively and responsibly.

Two Steps to Solving the Email Delivery Crisis - Authentication and Reputation
Online Seminar | January 27, 2006 | 1:00 - 2:30 PM EST | 19:00 - 20:30 CET

You will learn:

  • How different authentication standards work and how best to authenticate your outbound email
  • Ways to combine authentication, reputation and accreditation to solve problems caused by spammers
  • How to protect yourself from spam filters, blacklists, unknown user rates, and complaint issues
  • Specific ways to guard your reputation in the email world
  • How to fix the areas that may be compromising your company's email reputation


  • Louis Mastria, VP, Interactive & Emerging Media, DMA
  • Stephanie Miller, VP of Strategic Services, Return Path
  • Leslie Price, Senior Product Manager of Accreditation Services, Return Path

Registration Fees:
There is a nominal charge for each registration (no cost to have additional people in the room.)

  • CRE Members: FREE
  • DMA Members: $49
  • Non-Members: $99

To Register:

Need help optimizing your email marketing results? Get in touch!

Continually Request Feedback From Your Subscribers

In this article Matt Blumberg suggests that email marketers should continually request feedback from their newsletter subscribers. Why? Because it's the best way to learn whether your newsletters are relevant to your audience and you can find out what works and what doesn't.

A couple of tips:

  • Keep it short and simple: no more than 7 questions per survey. Do test varying lenghts of surveys to determine what works best for your audience.
  • Focus on the needs and interests of your audience.
  • Embedded forms in HTML emails yield the highest response. However, in certain email clients (eg. Hotmail) embedded forms don't work, so test carefully!
This article was excerpted from Matt's new book, “Sign Me Up! A Marketer’s Guide to Creating E-mail Newsletters That Build Relationships and Boost Sales".


Need help optimizing your email marketing results? Get in touch!

Email Marketing Summit & Expo

On April 20-21 MarketingSherpa is hosting an Email Marketing Summit & Expo.The Summit will feature:

  • Case Studies from invited speakers, including, ConAgra Foods, E-LOAN, IBM, ChristianityToday, Intercontinental Hotels, Sun Microsystems & more
  • Benchmark data and campaign measurement advice from MarketingSherpa's research team.
  • Dozens of creative samples of email newsletters and sales alerts that work -- presented by the copy, design, and testing teams behind them. Inspirational for your own campaigns!
  • Focused tracks for Business-to-Business, Ecommerce, International, Travel, and Fundraising marketers.
  • Practical advice on delivery past filters and legal issues.
  • A bustling exposition floor featuring booths -- and on-site consulting sessions -- with the top email-related vendors and agencies in the world today.
More info here.

Need help optimizing your email marketing results? Get in touch!

2006 Top Email Trends Shows Growing Sophistication in Email Marketing

Exact Target released its annual email marketing trends for the upcoming year. A year ago, the trends involved relevancy and frequency of e-mails, ExactTarget said. Those are now the industry basics, and the future is to focus on deliverability, analytics and multichannel marketing.

The top trends for 2006 are:

  1. Deliverability will drive email success.
  2. Open rate is over rated.
  3. Email metrics and web analytics will be integrated.
  4. Multi-channel marketing will deliver winning results.
  5. List growth will be healthy, but takes work.
  6. RSS will start to make an impact on email marketing.
  7. Email will get more personalized.
  8. Look for rich media in email.
  9. Email as a carrier for third party advertising.
  10. The new metric: return on subscriber.

The trends are available as a white paper with graphics and real-life examples here.

Need help optimizing your email marketing results? Get in touch!

Tips For Hiring Email Marketers

Even though it's typically part of an overall marketing strategy, email marketing requires skills and thought processes that are a little different from the norm. So if you're thinking of hiring an email marketer, you should read these tips provided by Michael Pridemore.

Here are some excerpts from the article:

First of all you need to decide on reporting structures: should the email function report to product marketing, advertising, corporate communications... ?

Then you can focus on the level of expertise you need. According to Michael Pridemore, the minimum requirements for candidates are:

  • Internet/PC literate
  • Excellent organizational skills
  • Attention to detail
  • Ability to handle deadline pressure
  • Ability to manage multiple projects at once

but you should also look for the following skills:

  • Ability to write and/or recognize good copy
  • Familiarity with HTML and online design
  • Knowledge of databases and data mining
  • Direct marketing experience
  • Good grasp of email and viral marketing concepts
  • Knowledge of email industry best practices
  • Understanding of spamming issues in your country

Where will you find these candidates? Michael suggests to first of all look for internal candidates from your existing direct marketing or web teams. When searching for external candidates use mainly online channels (eg., look for candidates in your network or contact local colleges that offer courses on new media, internet marketing etc.

Read the full article and find out how to structure the email marketing function and what to be aware of.

Happy hunting!


Need help optimizing your email marketing results? Get in touch!