Digital + Social

Savvy e-mail marketers understand the importance not only of testing to increase performance but of choosing the right types of tests to run.

When Steve Jobs unveiled the iPad in late January, the hype obscured the facts, making it difficult for to determine what effect, if any, Apple’s new tablet computer would have on e-mail marketing. But with at least 12 million people expected to buy iPads this year and next, according to Piper Jaffray, it’s worth looking beyond the puffery to see how marketers need to accommodate the product.

Transactional e-mails

Putting together a mobile marketing campaign differs from implementing a traditional e-mail marketing campaign in several significant ways. Because of these differences, you need to take several additional steps and measures when developing a mobile component to your e-mail marketing efforts.

Getting folks to interact with your e-newsletter can be difficult. Given all the clutter of today

Nearly one out of every eight permission-based commercial e-mails sent in the U.S. during the second half of last year went missing. That

For Pleasant Valley Business Solutions (PVBS), which sells ERP software with a long sales cycle, a monthly e-newsletter has been key to staying in touch with prospective and current customers.

E-mail marketing firm ExactTarget recorded $95 million in revenue during 2009, with contracted revenue jumping to $114 million.

The e-mail marketing channel has proven its ROI throughout the economic downturn. As a result, the executive team is demanding more and you have had to balance generating maximum revenue from current subscribers with adding additional names to your database.

Including video in your marketing e-mails can double, if not triple, your clickthrough rates, according to a Forrester Research report. But that’s not the sole reason Thrillist, a 21st-century interpretation of the traditional city guide, began embedding streaming video into its emails last year.