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CONTENT TYPE: Article | TOPIC: Writing

All email marketing managers search for ways to grow their subscription files, and many options and opportunities exist to grow subscription files organically. Unfortunately, some email marketers still rely on purchasing permission-based lists as a means to increase their email file. By doing so, however, they settle for a quick fix that really does not result in a stable, viable, and cost-effective file. The saying "Good things come to those who wait" applies to smart email marketing managers who appreciate the logic and process of growing their subscription file organically, over time, with well-developed marketing efforts.

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Successful email marketing strategy is a lot like a spin class at the gym: We start with a predefined warm-up, slowly move into the heart of the workout (remembering to breathe), and finish with a focused, well deserved cool-down. In fact, email marketers could learn a technique or two from spinning....

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Mobile technology continues to develop. The number of consumers with mobile devices capable of retrieving and viewing email continues to increase rapidly. The early adopters of the Blackberry have given way, in numbers at least, to those using what are fast becoming fully functional internet-ready devices. With multiple mobile platforms on the market and mobile phone companies vying for the sale of not only the devices but also the data plans that supply the bandwidth, these "mini-messengers" are in the hands of millions of consumers. Could your email be more mobile friendly?

CONTENT TYPE: Article | TOPIC: Writing

Email marketers must keep in mind that a consumer who decides to opt in to the brand's email channel is likely a fan of that brand. Do not lose those consumers by making the following mistakes.

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Nonprofits are confronted with many of the questions that any other enterprise often ponders: How do I connect with my customers? Which communication vehicle will provide my organization with the highest return on investment? How can I determine what my target market wants? While many of our corporate friends have turned to email marketing to help answer these questions, the concept is comparatively new to nonprofits. Email marketing may not be the silver bullet for every problem, but it provides us with an efficient and affordable tool to communicate with our constituents.

CONTENT TYPE: Article | TOPIC: Writing

Email marketers are perpetually caught in the middle. On the one hand, we are celebrated for being the go-to resource for generating short-term revenue results. On the other hand, the applause dies down when the budget talk comes around and we continue to be handicapped by limited investment and strained resources. What's an email marketer to do? Here are five ideas.

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The New Year is in full swing. You've probably made a few personal resolutions, but what about making some resolutions that will help you improve your email marketing? Here's our guide to the six marketing resolutions that will make a difference to your business in 2008.

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For email marketers, dealing with the small business owner can be an ongoing challenge. There are typically three main obstacles to introducing email marketing to a small businesses.

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With marketing channels proliferating and messaging devices diversifying, it's not hard to imagine a future where permissions are granted not only by marketing channel (email, postal mail, phone, RSS), but also by content, device, time, and place. All the more reason to genuinely understand "permission," which in the world of email marketing seems relegated to subjective definitions.

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In this second of our three-part series on the six Cs of permission email marketing, we continue to define the permission fundamentals by examining the third and fourth dimensions of permission: Clarity and Confidence.

CONTENT TYPE: Article | TOPIC: Writing

If you now understand (or can at least appreciate!) the first four Cs of Permission Email Marketing: Conscious Consent, Choice, Clarity and Confidence, you're ready for our final two: Control and Confirmation.

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You can uncover a slew of companies that tout the virtues of this email service and that email service and that other service over there in the corner. How does a corporate marketer charged with the sole purpose of finding the right company to provide software and service to get an email marketing campaigns off the ground make the right choice?

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Email is not dying in the midst of the social-media revolution. In fact, the question we should be asking is: How can email marketers best leverage the new social-marketing applications?

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If you are an email marketer who is doing traditional "batch and blast" email marketing, now's a good time to start segmenting and sending triggered emails. Doing so allows you to send more relevant emails and achieves better response from your subscribers.

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Good email design is a critical part of ensuring a high response rate. A major frustration within the industry is the lack of standards to guide designers when creating HTML email. Though there isn't one email-marketing design bible, there are fundamental design rules that should be applied. This article reviews some of the high-level design principles as well as more in-depth rules affecting some of the most common issues email marketers face.

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In the two weeks leading up to the November 4 election, email messages came fast and furious from the presidential campaigns of both John McCain and Barack Obama. In the last week, both supporters received at least two emails a day from both campaigns. In evaluating those email messages, I saw commonly held best-practices that should be emulated, practices that should be avoided by marketers, and a few new concepts that may inspire email marketers to take their programs to the next level. Despite the outcome of the election, lessons can be learned from both presidential candidates. Also, some practices simply do not cross over from the relationships that political candidates form with their constituents to the relationships that marketers develop with their customers.

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Unfortunately, for most marketers, email marketing remains an educated guess predicated on seasonal and industry trends. What most marketers don't realize is that they have an opportunity to send out smart, high-performance campaigns based on true consumer desires. Here's how.

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The news about investment in marketing is not good as many firms cut their marketing budgets left and right. Instead of taking an ax to your marketing budget, consider first how your budget is allocated and move some resources to marketing activities that yield a higher ROI.

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Getting your permission-based email marketing emails into the inbox and ensuring that your email design is just right are closely related. Here is some useful information on the nexus between the two as well as on doing both well.

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Email is a medium for economically and effectively marketing your small business. But most everything out there that provides guidelines, best-practices, and advice on the application of the channel to your marketing efforts are largely geared toward bigger businesses. Until now, that is, because here are 10 tips you can leverage and implement easily and quickly—while still having a positive influence on your bottom line—without having to worry yourself with multivariate testing, dynamic content development, and data integration.