Major Challenges of Email Marketing As email continues to grow as a primary method of communication in modern society, many of today's marketers are taking advantage of this medium as a cost-effective and highly useful marketing tool.  Among the many concerns email marketers face, email deliverability is predominant.  According to the 2008 Email Marketing Buyer's Guide, email deliverability is the primary consideration for online marketing professionals. Because of the many complications involved in increasing email deliverability, many business owners allot a portion of their advertising budget to purchase access to an email service provider (ESP) specializing in email marketing.  ESPs are valuable ...

Much has been written about the benefits of using as much web-based technology as possible in your marketing campaigns.  The argument goes - correctly - that more and more people are shopping online, networking online and reading their newspapers online.  Producing and sending an eDirect-mailer is cheaper than producing and sending a traditional direct mailer.  That is all useful information.  But where a lot of people go wrong, is in the assumption that email marketing campaigns should replace, or at least begin to phase out traditional direct mail campaigns. The evidence shows that the most effective marketing campaigns are ones that ...

A long-held truth amongst marketing professionals is that an accurate, clean, well-populated database of client info is key to connecting with your customers.  This is especially true when it comes to utilizing variable data printing and personalized URL marketing.  If you are looking at VDP and PURL you already know that every customer is different and you want to find a way to tailor your sales pitch as much as you can (we have explored in previous posts just how beneficial this area of marketing is).  Database management will greatly increase the effectiveness of your project. There are many creative ways ...

As a business owner, it might seem enticing to send an e-mail blast about the latest product or service your company offers to everyone on your list. However, before you do, take a few minutes to see how segmenting your customer base provides more-focused advertising, as well as more sales and marketing opportunities. Here are a few categories to consider when segmenting your e-mail lists: Gender-Not to wage a battle of the sexes, but many times taking into consideration the gender of your customers is well worth your time and effort. Age- How much of an impact does age have on your products ...