Here's some recommended reading for you:

• Personalisation: where to start and what's to come 
• Email segmentation and targeting options  
• Call-to-Action Button Copy: How to reduce clickthrough rate by 26%  
• 5 Examples of Using Special Characters from 100 Inspiring Subject Lines  
• What I’ve Learned from 100 Responsive Emails 
• Email Design Toolkit 
• How to use video in email marketing in 2014  
• All You Need To Know About Gmail’s Feedback Loop Offering 
• Gmail's Unsubscribe Function: What You Need to Know 
• Tactics To Reduce Email Address Churn

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