Hello

Welcome to a new year of email marketing! With sending volumes increasing and social media utlilisation set to grow both within the business and consumer realms, we look to have an exciting year ahead of us.

To kick off the year, we have introduced a new feature, called 'Campaigns We Like'. Simply put, each month one of our Council or Hub members will choose an email campaign which, for whatever reason, appeals to them. It might be because of the creative, the copy, the effectiveness of the campaign or the great offer - or it could be for any of a million other reasons. If you'd like a campaign of yours to be considered please send it in.

This month we find out how to master email marketing, what a pre-header is and how to optimise it, what we can do to encourage subscribers to read your articles and we present a fantastic report of retail subscription practices from the EEC.

Kath Pay, Editor, Infobox
Managing Director, Ezemail

Does it Take 90 Days to Master Email Marketing?

How hard can it be to do email marketing? Doesn't it just consist of typing up an email and sending it to your database? Simple huh? Unfortunately, this isn't reality. Behind every successful email campaign, there has been a great amount of time and skill invested into it.

Jeanniey Mullen of Zinio and EEC shares some insights into what it takes to create a great campaign and how to become a master of email marketing.

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Encourage your subscribers to read more articles

What key element in your email newsletter template design encourages subscribers to read more than one article? (aside from great content.) The answer is a central navigation point. Denise Cox of Newsweaver has put together a number of design ideas for you...

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Optimising Your Pre-Headers

Good email design starts with your pre-header (the plain text section above the HTML in your message). Used effectively, your pre-header can build and protect your reputation and your relationship with subscribers. This first article in the series, published in the Email-Worx Newsletter, will help you ensure your emails look good, and work to meet your objectives.

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Campaigns We Like - Elautobus.org

Each month we will be asking one of our Council or Hub members to spotlight a campaign they like. In the first of this new feature titled 'Campaigns We Like' - we have Richard Gibson of RSA Direct putting the spotlight on what he liked about a Spanish viral campaign from Elautobus.org.

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Retail Email Subscription Benchmark Study

The US Direct Marketing Association’s Email Experience Council signed up to receive promotional emails from 120 of the top online retailers tracked via the Retail Email Blog. Findings indicate a trend toward richer subscription processes.

One highlight of the report shows that the percentage of retailers using only a one-click sign-up from homepage method to collect email addresses declined to 51% this year from 63% last year. That shift accompanied increases in the amount of data collected from new subscribers.

Download the Report(Available to DMA Members Only)

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Dates for the diary

EEC09 Conference

Email Evolution Conference

9-11 February 2009
Westin Kierland
Scottsdale Arizona
USA

Ready Steady Email

Joint DMA and IAB half day workshop

Tuesday 24 February 2009
Earls Court 2, London
(within TFM&A)

News

Christmas Day: 3.8m Brits spent £102m online

Yahoo! Joins Senderscore Certified

Brits online shopping habits revealed - survey

Blog Links

Increasing volumes in the UK

Hotmail flags unauthenticated email

Building Your Brand Online

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