Everyone knows that email marketing gives some of the best ROI. Even when we send out batch and blast style email campaigns, we still seem to benefit from good ROI. But, why settle just for good? In this article by Stephanie Miller of Return Path, she presents a challenge: optimise your emails for better subscriber experience and be rewarded by excellent ROI.

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Skip Fidura of OgilvyOne takes us through the last fifteen years of marketing - Pre-Web, Web 1.0 and now 2.0, and concludes that marketers need to provide more relevant marketing which meets the expectations of a Web 2.0 consumer.

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Kath Pay of Ezemail provides 11 tips for creating non-confusing, legislatively compliant and easy to use subscriber forms which will assist in building relationships with your subscribers.

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The Best Practice Hub of the DMA's Email Marketing Council has released a new whitepaper about managing data. Written by Fiona Cuthbert of EuroDirect, it addresses in detail the correct way of managing, updating and analysing data according to the Best Practice Guidelines.

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Incentivising subscribers with discounts and free shipping to spur sales is core to ecommerce newsletters. What’s less common is using incentives to drive other email and online behaviors. Here are some of the behaviors—from the most common to the more exotic—that the largest online retailers have been trying to encourage with discounts, sweepstakes and other carrots.

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