Category Archives: Marketing/Communications

Increase the relevance, quality of your marketing emails

Increase the relevance, quality of your marketing emails

Email is one of the oldest resources in the technological toolkit, and marketers have been using digital messages to send promotions to customers almost as long as email has been around. With its low cost and high return on investment, email is an obvious choice as a key marketing channel, and many firms find they can't afford to ignore it.

However, because email marketing is such a longstanding and essential tool, companies may often let their strategies go undiscussed and unevaluated, thereby failing to use email effectively and adapt their campaigns based on the results. If you're looking to re-up the energy your promotional messages may be missing and re-engage your email marketing list, it may be time to consider whether you've been taking full advantage of what email can achieve.

Relearning email marketing's strengths
Marketers are well aware of the rise of social media as a channel by which firms can communicate and share directly with customers, and if you're using both social sites and email as marketing platforms, it's important to take a step back and consider what each tool does best. Email is great in certain areas of marketing where social media just can't perform.

Customer education, for instance, is a marketing tactic that calls for the use of email at some level. In an interview with the Next Web, Saptarshi Nath, co-founder of Indian re-sale ecommerce startup Bootstrapp, said that his firm used email to share resources by which customers can learn about the company.

"Email newsletters linked to our blog content provide us this opportunity more clearly than social media," Nath told the news source. "As for offers and deals, we're generally able to reach only about 1 to 5 percent of our target audience via social media, and so we use email to reach customers who aren't regulars on Facebook."

Another noteworthy factor that differentiates email from other channels is the level of privacy it implies, the Next Web pointed out. While social messages are seen by many, recipients still perceive email as being directed expressly to them. As such, marketers should take advantage of the opportunities for targeting and personalization that email presents them.

"Brands should be respectful of this and avoid being too impersonal, too frequent and too irrelevant," William Grobel, manager of marketing and insight at Deloitte, told the Next Web.

Relevance is key
In fact, some field experts are suggesting that relevance is more important than many of the data points email marketers have traditionally relied on to gauge their successes. In a post for Business 2 Community, Monetate Content Marketing Director Rob Yoegel argued that relationships are more important than click-through and open rates when it comes to acquiring and retaining customers. He noted that Email Experience Council Co-chair Luke Glasner talked about the need for engagement in email during a recent webinar.

"The onus is on email marketers to develop good list management and list hygiene practices as well as engaging content," Glasner said, according to Yoegel. Glasner went on to note that historical metrics – open, click-through and conversion rates – have to be combined with real-time behavioral data – what kinds of devices email readers are using, for instance – in order to fully achieve relevance.

In a recent column for ClickZ, Derek Harding, CEO at Innovyx, discussed the need for marketers to improve email quality in order to increase engagement. Noting that about 10 percent of major brands have inoperative links and images in their marketing emails, Harding suggested firms learn a lesson from the publishing and software industries, where having a perfect product by the time of release is paramount.

With more polished emails, the customers on your targeted email lists are likely to hold your brand in higher regard.

Follow us on:

Targeted campaigns make email marketing more adaptive

Targeted campaigns make email marketing more adaptive

One of the trademarks of our mobile-equipped, technologically rich culture is the multitude of platforms on which people can broadcast any and all personal matters to their virtual communities. Social media enthusiasts post everything from major life events to the mundane details of their daily routines on platforms like Facebook and Twitter, while others take to Instagram to play the role of photojournalist for their own lives.

Since the personal is at the center of of this new online landscape, email marketers have to learn to adapt their promotional campaigns to appeal to their customers' sensibilities – and creating more targeted email lists is one of the key ways firms can ensure they are keeping abreast of the times. 

The end of the email blast
In an age where social media lets everyone feel that there's a spotlight just for them, impersonal email campaigns are sure to set marketers up for failure. Instead of sending a high number of email blasts to the entirety of their email marketing lists, brands are taking a more focused approach.

Adam Sarner, an analyst at research firm Gartner, recently told Internet Retailer that email marketing trends are emphasizing quality over quantity, and as part of that endeavor, marketers have to target their promotional messages more effectively.

"The market doesn't see email volume as where the value is anymore," Sarner told the news source. "They're sending less email, but starting to take advantage of things like predictive analytics, segmentation and offer management to email the right campaign to the right recipients."

Luckily, providers of email marketing solutions are already adapting their offerings to this trend. Internet Retailer also spoke with Matt Belkin, vice president of customer strategy and business development at Adobe. The firm recently altered its pricing strategy for Adobe Campaign to allow marketers to create more customized messages. Now, users won't be charged extra if they want to coordinate across multiple marketing channels, Belkin told the news source.

Get personal
Given these factors, email marketers only stand to gain from finding ways to make their customers feel important, as though they're being spoken to directly by the brand. In a post for Business 2 Community, Kevin Lindsay, the director of conversion product marketing for Adobe's Marketing Cloud products, noted that basic customization can go a long way.

"Many brands have found staggering results from some­thing as simple as adding the recipient's name to the subject line call to action," Lindsay wrote.

The Adobe marketer also recommended that firms consider using dynamic content – that is, tailored marketing copy based on customers' previous behavior – as a way of increasing customer engagement. Strategies like this help recipients feel like the brand emailing them knows and understands their habits and preferences.

Targeted marketing for the holidays
Marketers who are just getting started with personalization and segmentation may be wondering how they can quickly incorporate these techniques into their email campaigns. Luckily, the holiday shopping season is an ideal time for retail marketers, in particular, to employ new, more targeted tactics.

In a post for Marketing Land, Cara Olson, a marketing executive at digital consultancy DEG, outlined a series of ways in which firms can segment their email contact lists to boost holiday sales. One segment should contain the brand's best customers, she suggested. For this group, which should only be about 10 percent of the total email list, marketers can send promotions that reward brand loyalty. Meanwhile, marketers should create other segments based on contacts' past activity – whether they made a purchase last year, two years ago or have yet to do so – and market differently to each group.

By playing to the culture of the personal, you can create email campaigns that may prove more likely to boost holiday revenue.

Follow us on:

Make email the center of a multichannel marketing strategy

Make email the center of a multichannel marketing strategy

Although many have predicted that the surge in the popularity of social media would spell the death of email marketing, that's been far from the case. Studies have only reaffirmed the value of email marketing lists over social networks when it comes to converting contacts into customers. 

That doesn't mean, however, that it's advisable – or even possible – to simply focus on email and ignore all other Web and mobile platforms. Rather, an effective email marketing strategy will take social media, blogs and other types of sites into account, making use of them to create customers and increase engagement while still keeping email as the centerpiece of the firm's promotional campaigns.

Why email remains indispensable
The central position email must hold for marketers is based on its ability to create dynamic customer relationships that benefit companies in the long term. For instance, while the customer lifetime value of those who make purchases based on email promotions is considerably higher than the overall average, Twitter customers prove to be less valuable than most.

Firms who attempt to do their marketing on social media and put email aside quickly learn these principles. David Ball, internet marketing director for the Harlem Globetrotters, recently told MarketingWeek that his efforts to draw more sales for the sports club by increasing its social media presence proved largely ineffective. Fans on sites like Twitter and Facebook did not seem receptive when encouraged to make ecommerce purchases. Email, however, continues to be the club's most reliable marketing channel.

"We find email is the best marketing platform for direct marketing, we see great conversion because people are used to it," Ball told the news source.

The Globetrotters' marketer has adapted his strategy based on the results. Instead of relying heavily on social sites for marketing, he's opting to use data derived from the platforms to create engaging messages customized for certain segments of his email contact list.

"This year I want to get to know our customer better and segment and target the right messages at them, whether it's a discount, tickets or our summer schools," Ball said as quoted by the news source.

Integrating email with social, blogs
Ball's strategy – using social media to enhance email marketing – is one that many marketers are adopting. In a column for Florida Trend, FastPath Marketing President Ron Stein discussed how tweets, blog posts and other online content can help a company communicate its brand and reinforce the value customers receive when they sign up for its email list.

"It's a fair exchange – your prospect gives you their email address and you deliver value in return," Stein wrote.

Marketers can ensure that they continue to hold up their end of the deal by providing customers with high-quality content in every email, as well as by offering downloads of valuable information in the form of eBooks, whitepapers or other reports, Stein suggested. He also recommended that companies design their websites so that their email list signup forms are even more conspicuous than the icons that link to their social media pages.

Sony broadens its platforms
Electronics titan Sony recently integrated email and social media in a unique way that proved highly effective. According to EConsultancy, the firm sent out a series of emails that highlighted its activity on the social site Pinterest. This effort resulted in an email open rate 67 percent higher than expected and a click-through rate that was 16 percent above Sony's goal. Not only did the company gain followers on Pinterest – it also increased awareness of its brand and created greater engagement with its emails.

There are many ways to integrate email with social and other platforms in a multichannel approach. Marketers simply need to find the combination that works for their brands

Follow us on:

How bloggers can embrace email marketing

How bloggers can embrace email marketing

As the popularity of blogs continues to grow and readers rely on highly regarded Web writers for cutting-edge industry news and insights, bloggers may be looking to expand their customer bases so that they can more effectively monetize their sites. An email marketing list can be an excellent tool for online writers who want to take a multi-platform approach to getting exposure for their content.

Involve readers
Turning your blog's reader base into a set of email contacts can be very effective. Visitors already trust the blogs they frequent for high-quality content, so it should be comparatively easy to encourage them to subscribe to your email campaigns or newsletters.

In a post for Social Barrel, social media and mobile technology writer Francis Ray Balolong suggested that bloggers take advantage of user-generated content in their efforts to gain email subscribers. Writers who curate a company blog, in particular, can promote contests and promotions through their Web pages as a way of getting readers to provide their email addresses.

Stay consistent
Veteran bloggers are already well acquainted with the necessity of updating their sites with a steady stream of content, so that readers view their blogs as a consistent, reliable source of information and a center of energy and excitement they can take part in.

"Offering engaging, informative news and interaction enables you to stay relevant and top of mind," Vin Turk, senior vice president for audience development at Madison Logic, wrote in a column for Marketing Profs.

As such, bloggers venturing into the world of email campaigns should take care to create a schedule of email sends that they can keep to consistently.

Think creatively
Since writers' bread-and-butter is the creative framing of their material, adapting that skill to crafting effective, engaging marketing emails should prove a very manageable feat. Bloggers who want to grow and engage a readership and customer base through email campaigns should be sure to apply the same care and thoughtfulness to their promotional messages and newsletters as they do to their blog content.

However, it's important to keep email copy clear and concise. While readers come to your blog of their own volition, their inboxes are inundated with promotional messages, and as such, attention spans for email content can be shorter. In a post for Practical ECommerce, USAData Email Marketing Manager Carolyn Nye pointed out that only 20 percent of revenue from marketing emails comes from their creative components.

Avoid clutter
Keeping that principle in mind, it's important that your email layouts stay clean and easy to read. Balolong warned against overuse of images in email templates, pointing out that visuals have to be effectively placed in order to get readers to click through or convert.

Furthermore, Nye pointed out that taking too much time to design a complex layout can damage the cost-effectiveness of email marketing.

"I've seen marketing departments agonize over images or debate the perfect font color. I've seen them drag out the process so long that the offer actually lost revenue because it wasn't deployed on time. Make sure your creative is effective," she wrote.

Consider optimal frequency
Finding the perfect number of emails to send per week is key for all marketers, and it can be especially important for bloggers, because their sites also serve as a source of content. Too-frequent email sends can result in readers feeling overwhelmed by a particular blog or company.

"Increasing frequency just to capture additional sales can … be detrimental if you sacrifice your customers' expectations and tolerance levels," Nye pointed out.

Consider coordinating the your email sends and blog posts together. For example, if you publish to your blog on Mondays, Wednesdays and Fridays, you might send emails on Tuesdays and Thursdays. That way, followers will be reading and expecting your different content platforms on different days.

Follow us on:

For retailers, email branding is key

For retailers, email branding is key

As Black Friday nears, it's a race to the finish line among retailers who are trying to beat out the competition and generate as much profit as possible from their email marketing lists. As such, marketers in the retail space must take extra care that their emails communicate the identity of their companies in a meaningful, engaging way that will draw in customers.

In a recent column for Forbes, marketing expert Steve Olenski highlighted the central role email marketing plays in establishing brand awareness. In particular, he insisted that it's essential for firms to market to moms, as they are tasked with 80 to 90 percent of decision-making in regards to household purchases.

Olenski spoke to Kim Finnerty, senior vice president of research and insights at the Ryan Partnership, who pointed out that the mom demographic uses emails to help them shop at consistently higher rates than the average consumer. What's more, the relevance of email hasn't diminished.

"While it seems like an old-school tool compared to things like shopping apps and mobile payments, marketers have had years to perfect it so it achieves objectives," Finnerty told Olenski.

Given the importance of email to the shopping habits of retailers' key demographic, it's essential that marketers make the platform central to their strategies.

Fashion emails still not mobile-ready
Not all retail firms, however, are optimizing their email campaigns. In a post for EConsultancy, David Moth recently pointed out that many fashion companies' emails still don't look good on mobile screens.

After signing up for over a dozen fashion retailers' newsletters, Moth found that only four translated in an attractive way to the popular Android smartphone operating system. Furthermore, in the case of firms that did optimize for smartphones and tablets, he discovered uneven deployment of mobile readiness. The emails of retailer ASOS, for example, suffered from clumsy layouts with crowded images and large empty spaces in the design. Meanwhile, Moth noted that American Apparel's emails looked relatively attractive on an Android – except that their text was small and difficult to read and the copy lacked any clear calls to action.

Because smartphones are so easy to slip into a purse or coat pocket, they represent a helpful tool for shoppers who rely on marketing emails to guide them through their shopping. Neglecting to build mobile-friendly designs can be a huge oversight: It's easy to see how a mom overwhelmed with shopping duties, for instance, might make her choice of retailer based on whose promotions are easy to access on mobile.

Follow us on:

How to grow your email marketing list

How to grow your email marketing list

Your email marketing list is one the most effective business tools you have at your disposal. However, acquiring that list is not just a one-time investment, but rather a moving proposition, as your number of contacts should grow along with your company and its needs.

In your efforts to collect new subscribers and retain existing ones, stick to these four principles, and you won't find yourself running out of ways to maintain a dynamic, ever-expanding email list.

In-store registrations
Retailers of any size shouldn't ignore the opportunities for growing their email contact lists within the four walls of their physical locations. 

A recent study by ExactTarget found that 20 percent of retailers have sales personnel ask for customer email addresses at the register. The tactic was found to be effective by 57 percent of companies who used it.

The popularity of this practice makes it a highly useful asset: With requests for an email address now a common part of making an in-store purchase, most customers won't be put off or annoyed by it.

You might also opt to ask customers at checkout if they'd like to provide their email addresses in order to sign up for a loyalty program or card. While only 18 percent of retailers are using this method, 67 percent found it to be an effective technique, the study showed. Meanwhile, 13 percent of companies are giving customers the option to have their receipts emailed to them, and 55 percent of those retailers said the practice had been successful.

Mobile and social media
Social content is one of the most popular strategies for growing an email list. ExactTarget found that 45 percent of marketers were collecting contacts via Facebook, while 39 percent promoted company materials via social media that required viewers to enter their email addresses for access.

With social media being widely used on smartphones, it only stands to reason that marketers should have a mobile email contact generation strategy, too. According to the survey, 13 percent of firms required email addresses for company mobile app registrations, while 12 percent provided the option for customers to sign up to the email list within the app itself.

While mobile email capture techniques aren't as widespread as social media and on-site methods, trying them out could give your company an advantage as the smartphone and tablet trend continues to grow.

Optimize your website
Designing your company's Web page so that it gives visitors plenty of opportunities to enter their email addresses is an indispensable strategy. And while mobile email registrations may put your company on the cutting edge, failing to optimize your website for email captures will set you behind the competition.

Websites are by far the most popular platform on which companies grow their email lists. The ExactTarget study revealed that 74 percent of marketers had embedded an email sign-up form on their companies' sites, and 52 percent made certain features of the site accessible only to users who provided their email addresses.

Keep your emails creative and engaging
Even though word of mouth is the oldest marketing strategy, it remains an important tool to utilize. The best and only sure-fire way to get your email contacts talking about your campaigns is to send them the most well crafted, engaging messages possible.

In a post for HubSpot, Ginny Soskey recently highlighted a series of highly effective email campaigns. She pointed to social content site BuzzFeed as a prime example of tight, punchy email copy. Meanwhile, athletic app producer RunKeeper perfected the art of the newsletter with an attractive, dynamic layout perfectly suited for both Web and mobile browsers.

Ultimately, communicating your brand in a memorable way is the best method for attracting subscribers.

Follow us on:

Email marketing remains essential for small businesses

Email marketing remains essential for small businesses

Small businesses are well acquainted with the need to make sure their marketing efforts are reaching their intended audiences. Without the vast financial resources and large customer bases of corporations, highly effective targeting and exceptional return on investment are essential for small to medium-sized businesses (SMBs).

Email marketing offers benefits of precisely this kind, and its popularity hasn't diminished among SMB marketing teams. The Small and Midsize Business Email Marketing Survey 2013 by iContact revealed that email marketing lists are a vital tool for smaller firms.

Confidence in email marketing remains strong among SMBs, the study found. The overwhelming majority – 78 percent – of respondents said they felt positive about what email could achieve, while 32 percent expressed high confidence in the marketing channel.

Email is the primary tool for SMBs when it comes to sharing information. According to the study, 92 percent of firms go to email as their preferred channel for showcasing product releases, while 90 percent use the platform to make announcements about important changes, events and developments within their companies.

Furthermore, SMBs aren't planning to halt or slow down their email marketing efforts. The iContact study discovered that 56 percent of small firms planned to increase the monetary and other resources they devote to sending promotional email campaigns this year.

Connecting email and social media
Many SMBs are opting for a multi-channel approach to digital marketing. Social media is the most popular platform with which marketers are integrating their email campaigns, with 64 percent linking their messages to sites like Twitter and Facebook.

Social media isn't effective exclusively among business to consumer (B2C) firms, either. Business to business (B2B) companies can use social platforms in combination with email to more fully engage the contacts on their business email lists

In a post for BtoB Magazine, Pedowitz Group Associate Revenue Engineer Caitlin Culbert highlighted the various ways in which B2B firms can employ social networking to their advantage. One of the channel's primary benefits is its ability to increase the reach of small business marketing emails and content.

"People share your emails, so your brand gets more exposure and becomes more well-known, which then creates a higher likelihood for email opens, clicks and conversions," Culbert wrote.

Social sites are also an excellent way for small firms to connect with potential customers in the business sphere and create a network of contacts, Culbert noted. As such, she recommended B2B marketers make sure they include links to company social media pages in their email templates, so that recipients will be able to easily find the business and see what it's up to.

Optimizing email sends
Near-perfect optimization is key for SMB marketers, and while there's no universally applicable set of principles for when and how to send emails most effectively, knowing the habits of your customer base will help you create the right strategy.

Nevertheless, statistics suggest that if you're going to place your bets on the best time of day for email sends, your money should be on mid-afternoon. A study by MailChimp showed that most email opens occur between 2 p.m. and 3 p.m.

In terms of what days of the week to send marketing emails, Box Free IT recently suggested that this decision for SMBs largely depends on their customer base.

"If you're a B2C marketer, your email sweet spot might be the evenings or weekends, when your email recipients won't be distracted by work emails. B2B marketers, on the other hand, want to avoid nights and weekends like the plague," the source wrote.

Meanwhile, the old adage "less is more" remains highly relevant to email send frequency. The iContact study found that only 6 percent of SMBs email their entire lists everyday, but a more substantial 24 percent email certain list segments more than once a week.

Follow us on:

What to optimize in email marketing

What to optimize in email marketing

Email optimization is a much tossed-around term in marketing circles, and although it sounds technical, its principles are simple: In order to create lasting customers from your email contact list, your messages have to be as perfectly crafted as possible. 

However, complexities quickly enter the picture, because marketers have to take into consideration the wide variety of components that exist in any email – and then optimize them for the specific interests of their email marketing list and all its segments.

Getting back to basics can help simplify the task. As you navigate the difficulties of email optimization, keep in mind these key aspects of all emails and make sure they're on your checklist.

It would be hard to understate the importance of writing clean, memorable copy for your promotional messages. In a post for HubSpot, Sarah Goliger noted the importance of concise, powerful language.

"In an email send for an eBook about how to use Twitter for business, for instance, I began, 'The way we use Twitter is broken,'" she wrote.

Goliger also recommended writing short paragraphs and using bullet points to help readers take in your content quickly and easily.

Subject line and sender name
For Goliger, the key to a great subject line is that it speaks to your audience. In her own campaigns, she strives to speak in terms that reflect what her recipients value.

With this in mind, it's advisable to send an email with a different subject line to each segment of your email list. 

Most marketers probably think less about the sender name in their emails than they do about their subject lines. However, Goliger insisted that the "from" column in your contacts' inboxes should be a person's name – your head of marketing, for example – rather than the name of the organization. In her view, successful email campaigns are ones that mirror interactions between two people as closely as they can, rather than being sent en masse to consumers by a giant corporation.

While the graphics-savvy members of your marketing team may be able to churn out attractive email layouts by the dozens, creating designs that will look great for all users is more complex in the mobile age.

Failing to adapt messages for mobile operating systems is simply no longer an option, and for many marketers, optimizing email layout means choosing responsive design.

Marketing Land pointed out that responsively designed emails are efficient and easy to build, as they rely on a larger body of HTML coding and a single template to adapt layouts for all screen sizes.

Follow us on:

Measure, then market: Marrying statistics to content in your email strategy

Measure, then market: Marrying statistics to content in your email strategy

Email marketing requires a combination of hard and soft skills. Depending on the size and scope of your email marketing list, you have to know how to process large amounts of data about who your recipients are and how they're interacting with your messages. At the same time, it's essential to have the sales and writing savvy to craft email content that will appeal to your customers based on what your statistics tell you.

Email list segmentation based on contacts' basic information – geographic location, age, gender and other factors – and their purchasing behaviors is a well-known strategy. Other data points have more to do with your emails themselves, tracking their performance and how customers respond to them. 

Software firm ConnectWise recently announced that it would be extending its platform, which was previously geared toward IT and other service providers, to email marketers by integrating it with a new cloud-powered analytics tool, The solution generates real-time analytics with every email send, telling marketers which of their contacts are opening the message, as well as which external links are creating the highest click-through rates, the firm said.

Data can also be analyzed from another point of view: how emails benefit the company. In a post for ClickZ, online marketing strategist Jeanne Jennings noted that she had used revenue per email (RPE) as a key indicator of success for many of her clients' email marketing campaigns. In the case of one client, Jennings was able to use increases in this figure to prove the effectiveness of sending fewer, higher quality emails.

"The key to success here isn't sending more email; it's being smarter about the email you send," Jennings wrote.

Content is key
Knowing how to deliver content that communicates your brand and draws new business is a kind of intelligence equally as essential to email success as data analysis. 

In a column for Econsultancy, Tink Taylor recently pointed out that many email marketers aren't branding enough. She suggested that confirmation emails sent after a customer makes a purchase are just as opportune a time to reinforce and articulate your brand as the email that may have initially led to the sale, and that failing to do so can leave a negative impression.

"To a customer, this can feel a bit like you're saying, 'Right, we've got your money, now we don't care.' It's important to remember that this is your customer, and the purchase confirmation is a fantastic opportunity to drive loyalty while they're feeling good about your brand," Taylor wrote.

Follow us on:

Software helps email marketers defeat the odds

Software helps email marketers defeat the odds

It's no easy task turning your email marketing list into real customers, although it remains essential to make the effort.

According to a study by Kentico Software, 77 percent of consumers are resistant to unsolicited emails. Furthermore, 36 percent of respondents said they only read about a quarter of the message when they receive an email they signed up for, while only 10 percent read all of it. In fact, a sizeable chunk – 12 percent – said they don't read it at all.

However, when email marketing is effective, the payoff is greater than it is with many other promotional channels. A recent report by Custora showed that nearly 8 percent of all new ecommerce customers acquired in 2013 were gained through email campaigns, while Twitter and Facebook claimed barely 1 percent each. Furthermore, the projected profit companies expected to generate from customers gained through email promotions was 12 percent above the industry average, the study revealed.

Email can't simply be put aside as a promotional channel, and despite the difficulties, most successful marketers find they need to make use of it.

PromotionWorld recently pointed out a few easy methods by which firms can tell if their email marketing efforts aren't taking off. Companies should begin by setting clear goals, the source suggested: Everyone involved in launching an email marketing campaign should be able to clearly articulate the project's end goals, and if they can't, then the team should consider starting over.

Several other points PromotionWorld enunciated make it necessary for marketing teams to employ more sophisticated tools. Marketers need to know if their statistics – click-through rates, open rates and other factors – are worsening or not improving, and they'll also need to segment their targeted email lists and send different messages to customers with different interests, the news source noted. 

Software can help your emails generate results
Luckily for marketers, many software providers offer solutions that make it simpler and easier to monitor these data points. 

Ongage, for example, recently announced a new edition of its email marketing optimization software. Once available only to companies who had adopted cloud computing, the firm has now extended the service to clients who choose to store their data in on-premise servers. The central feature of the software is a front-end dashboard that shows multiple email campaigns' performance data and analyzes that information for the marketer's use, Ongage said.

Meanwhile, Nuraxis has revamped its own email marketing software platform, SendBlaster. The new edition of the service features hundreds of new email templates, some of which have been designed specifically to promote responsiveness by the recipient. It also includes new editing tools for messages and email layout and an easier email unsubscribe feature, easing some marketers' worries about CAN Spam compliance.

Nuraxis' CEO Antonio Demelas emphasized what the new platform has to offer marketers looking to add some sophistication to their approach.

"We made existing features simpler and more intuitive, like improving the message editor and introducing the global unsubscribe and bounce feature, and we have also introduced some new features like Programmable tags that more advanced marketers will definitely enjoy," said Demelas.

St. Louis, Mo.-based firm 1AutomationWiz also announced it would be bolstering its info-publishing software by integrating its email autoresponder platform with the newest edition of Google Analytics. With the company's email automation system now linked to Google's data tools, marketers can track their emails' performance across any information points they choose. Thereby, users can better understand which aspects of their campaigns are most successful and which are simply not working. The new tools also make it easier to conform to anti-spam regulations, the company said, and marketers can hope that better compliance will reinforce the trustworthiness of their emails for recipients.

Follow us on: