Most email marketers do not view soft bounces as being a major cause for concern, so rarely, if ever, have any specific strategies been in place for dealing with them. Soft bounces are a very strong indication that one or more ISPs were concerned enough about the reputation of the IP address you are using, your mailing volumes and the level of SPAM complaints you are generating to temporarily block your campaign. Dela Quist of Alchemy Worx looks at the possible causes of soft bounces.

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As more organisations choose email marketing as their preferred marketing channel, are these companies failing to respect consumers permissions? Jonathan Burston of CACI raises this question.

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Embedding video in email campaigns has been a hot topic for a while now. There’s little doubt that good use of video can significantly improve open and click through rates and boost campaign response and ROI. But these potential benefits need to be weighed heavily against the likely impact that video can have on deliverability. At the end of the day it doesn’t matter how great the creative is, if the email doesn’t actually make it into the recipient’s inbox. Read Tink Taylor of dotMailer's thoughts on this matter.

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Each month we ask one of our Council or Hub members to spotlight a campaign they like. This month Kath Pay of Ezemail brings to light some of the reasons why she likes a Boden email campaign.

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The Email Experience Council released this whitepaper last December and it has some great things to test covering the following areas of the email's creative:

• Subject Lines
• Preheader text
• Navigation
• Layout & Composition
• Copy/Messaging
• Calls To Action
• Imagery
• Features

Download the Report*
*For DMA Members only.
For Non Members, this report sells in the eec Whitepaper Room for USD$49 (free for Platinum members, 50% off for Gold and 30% off for Silver).