Email Marketing Book Blog

Total E-mail Marketing : Maximizing Your Results from Integrated E-marketing is my in-depth practical guide to improving E-mail marketing. This page is the blog for this book giving the latest updates on Email marketing best practice.

Total E-mail Marketing Book

The second edition of my Total E-mail Marketing book focuses on using outbound marketing E-mails and E-newsletters to prospects and customers, but it also includes managing inbound customer communications to respond to customer service enquiries.

As well as reading the updates below you can read in-depth articles on E-mail Marketing by Dave Chaffey written for the Chartered Institute of Marketing's What's New in Marketing.

Email marketing topics covered

• Permission Email Marketing
• Bulk Email marketing software,tools & packages
• Email List Management
• Targeted Email marketing & Targeting
• Privacy law & Email Opt-in

Impact of image blocking on Email response rates

A great, simple case study that shows the importance of thinking about how your creative renders without images (the majority of readers to today block images). This retail study shows that including text in Email templates can have a dramatic impact.

Written by Dave Chaffey on 31-03-2008

Email marketing benchmarking report

This email marketing benchmarketing report reviews different aspects of creative best practice for email marketing templates.

Written by Dave Chaffey on 11-03-2008

Global e-mail volumes

Start of a new year, and time to take a look at competition for commercial e-mail marketing. What are the trends in overall volumes, SPAM and phishing.

Written by Dave Chaffey on 07-03-2008

B2B Publisher Email contact strategy case study example

A summary of the frequency, message development through subject lines and creative in an event-triggered automated B2B campaign over a 3 month period.

Written by Dave Chaffey on 31-01-2008

Tips for improving email deliverability

These tips for increasing delivery of permission-based Emails are from the UK DMA Deliverability Council. This is a long 15 page document, so I have developed some shorter guidelines

Written by Dave Chaffey on 04-01-2008

Email contact strategy example - B2B Publisher example

This email case study example from a B2B Publisher shows the development of messaging and frequency from an initial subscription

Written by Dave Chaffey on 04-01-2008

Affordable Email marketing & Enewsletter systems and software

I am often asked about recommendations for affordable E-mail broadcast software packages for Email marketing, E-newsletters or Ezines. This note highlights some of the options that are most commonly used in the UK and delegates on my E-mail marketing courses have recommended to me. I only recommend hosted (Application Service Provider) email marketing solutions since, in general, the reporting/tracking and bounce management capabilities of the cheaper desktop e-mail packages are inferior. There are also management problems with deliverability and blacklisting which are best managed by an external company IMO.

Written by Dave Chaffey on 14-12-2007

B2B Email Marketing Research UK

This research reviews the current and future levels of usage of Email marketing in B2B companies and most helpfully identifies some of the main objectives and challenges of B2B Email Marketing.

Written by Dave Chaffey on 14-12-2007

Advanced Email Marketing

This is a great collection of short presentations on segmentation, targeting, copywriting and deliverability from a range of speakers including Jupiter Research, Ogilvy One and Silverpop, the organisers.

Written by Dave Chaffey on 19-10-2007

Email marketing statistics - Email usage statistics

I have just become aware of this source for statistics on email marketing, covering all aspects an email marketer would be interested.

Written by Dave Chaffey on 03-10-2007

Email Marketing Best Practice Guidelines - UK DMA Email marketing council

These email best practice guidelines were updated in June 2007. They are worth a quick scan by all involved with Email Marketing.

Written by Dave Chaffey on 20-07-2007

What is the best Email marketing frequency?

For me, for email marketers with an established programme, using the right frequency of email sent is the biggest challenge in e-mail marketing today and into the future. This post summarised ideas for reviewing and optimising frequency.

Written by Dave Chaffey on 04-07-2007

Landing pages for email marketing

In my Total Email Marketing book and Email workshops I stress the importance of consistency and simplicity in landing pages for Email campaigns. A recent report suggests this often isn't achieved. Check to see whether your email campaigns fail this 8 second test.

Written by Dave Chaffey on 25-06-2007

Effective Email Marketing presentation

This 45 minute presentation on Email marketing from May 2007 presented for Email Service Provider Email Reaction covered some of the main principles of Email marketing including contact strategy, segmentation and targeting with email, email marketing templates and deliverability for email marketing.

Written by Dave Chaffey on 18-05-2007

Email Marketing Blog Directory

Listing of internet marketing blogs including Email Marketing related to making money online and working from home. Find a blog, or submit yours.

Written by Dave Chaffey on 30-04-2007

Using eyetracking research to improve Email marketing

Eyetracking research has been widely applied for improving the design of web design templates. It has been less widely used to improve email marketing templates. Here are some examples of Eyetracking studies for Email for which I will indicate the best practice features that all Email marketers can use for creating email templates and design elements.

Written by Dave Chaffey on 29-04-2007

Are you testing Emails for Microsoft Outlook 2007?

Email marketers should be testing how Emails display for recipients using the recently released Outlook 2007 since it has a new approach to rendering HTML E-mails. This post summarises the changes.

Written by Dave Chaffey on 26-02-2007

Reduce email frequency, sell more products!?

This retail case study on reducing email frequency shows that in this case, less was more. Conversion rates were increased by standardising on "just" 2 e-mails per week.

Written by Dave Chaffey on 26-02-2007

New UK email law and new Email tools

Read these updates if you manage email marketing and you want to keep it legal and check delivery and display in different readers.

Written by Dave Chaffey on 31-01-2007

Email spam filter checker - SPAM Assassin

Email SPAM filter checkers should always be used as a pre-test before broadcast of email campaigns.

Written by Dave Chaffey on 29-01-2007

Differences in HTML coding for Email and web

A summary of sources showing differences in HTML coding for Email and web.

Written by Dave Chaffey on 17-01-2007

Top Email Marketing trends for 2007

A good, free summary of E-mail trends has just been published by E-consultancy from one of their roundtables. It was reassuring to see that this features much of the guidance in the new edition of my Email marketing book and from my Email marketing workshops. I have summarised 10 trends in E-mail marketing for you to review against your own practice.

Written by Dave Chaffey on 17-12-2006

B2B-Enewsletter-tips

31 tips for improving your E-newsletter. Many of these are useful tips for reviewing the content of your e-newsletter even if you a business-to-consumer marketer. Also there are lots of E-mail tips on this site across all aspects of E-mail marketing.

Written by Dave Chaffey on 30-10-2006

E-mail copywriting-tips

Some practical E-mail marketing copywriting tips we cover on the e-mail marketing training courses and in my Email booka. Updated with 2 new ideas shared from a workshop

Written by Dave Chaffey on 26-10-2006

E-mail authentication & Accreditation - summary of ISP checks

Email sender authentication systems are used by ISPs, webmail companies or corporate firewalls to identify bulk E-mail has not been sent from a recognised broadcaster. If you get this wrong your messages will not be delivered or will end up in the SPAM folder.

Written by Dave Chaffey on 09-10-2006

How quickly are your email lists decaying?

Most e-mail marketers know that their list members are at their most responsive and so valuable in the first months when they join they list. This post shows away of calculating how quickly your list is decaying in value and gives some suggestions on how to reduce this decay.

Written by Dave Chaffey on 17-09-2006

Problems displaying e-mails in different readers

This is still a big problem according to this article which focuses on practical tips to make sure your e-mails are read in the big 5 readers. Research showing that around half of the emails received from leading consumer-facing organisations in the UK will not display. This occurs, as the sender does not take into account the limitations of their recipients email clients in rendering HTML. This briefing shows you how to ensure your email renders correctly in Hotmail, Yahoo, Outlook, Lotus Notes and AOL.

Written by Dave Chaffey on 16-08-2006

Solus offer e-mail perform better

Solus offer e-mails perform better

Written by Dave Chaffey on 08-06-2006

UK E-mail Marketing Benchmarks

This is my summary "Perspective" on current E-mail trends written for the Q4 2005 DMA UK Email marketing benchmarking report. It includes a summary of latest Email response rate statistics and introduces "Right Touching" - one of the biggest challenges for online and indeed all marketers.

Written by Dave Chaffey on 04-06-2006

Email marketing book

 

Written by Dave Chaffey on 06-05-2006

Tune up your Email strategy

This free whitepaper from Bronto Software could be worth a look if you are reviewing your E-mail strategy.

Written by Dave Chaffey on 05-04-2006

Charging for e-mail on horizon

Yahoo! has followed AOL in announcing yesterday that it will start trialling the GoodMail system which involves a payment of 2-3 cents / 1000 e-mails to the web-mail company receiving e-mails in return for guaranteed delivery to the inbox.

Written by Dave Chaffey on 17-02-2006

Are you a spammer?

Doubleclick have just released their consumer e-mail survey and there is some useful data on consumer e-mail behaviour and perception. It suggests it is all too easy to be perceived as a spammer...

Written by Dave Chaffey on 24-01-2006

Connected Marketing - best collection of thinking on viral, buzz and word-of-mouth marketing

Connected Marketing gives the best collection of articles I know about viral, buzz and word-of-mouth marketing.

Written by Dave Chaffey on 12-12-2005

New RSS for direct marketing product

 

Written by Dave Chaffey on 02-12-2005

Predictive analytics Insight launches

This is a new e-magazine which seems to be part of a portal strategy from SPSS although it is not SPSS branded. The launch issue has a couple of high-level cases about Saga and Rabobank summarising the approach and an interview with Don Peppers.

Written by Dave Chaffey on 02-12-2005

E-mail Guidance notes for marketers

Useful explanation of UK Privacy and Electronic Communications Regulations law applied to E-mail marketing by the Information Commissioner.

Written by Dave Chaffey on 02-12-2005

E-mail Deliverability and blacklist monitoring tools

With the continued efforts of ISPs to stop SPAM, E-mail broadcasters can get blacklisted by some ISPs/E-mail providers for a range of reasons such as high thoughput and domain hijacking. These tools warn you if your e-mail broadcaster has been placed on the most common blacklists.

Written by Dave Chaffey on 07-11-2005

E-mail renderability

Renderability is a horrible world, but it indicates a horrible problem - it refers to when HTML E-mail creatives are not formatted as designed in different e-mail readers with different setups. This is mainly down to lack of testing and lack of knowledge amongst the E-mail creators of the constraints of the readers. This is a state of the art survey from the US which also has some guidance on asking subscribers to add your address to the safe senders list. I have also included some guidelines from the UK.

Written by Dave Chaffey on 31-10-2005

E-mail response statistics UK & US

Sources to compare your deliverability, open rates and clickthrough rates. Also E-retail response.

Written by Dave Chaffey on 29-09-2005

E-mail copywriting guidelines

A simple 'top ten' tips you may want to check against your / your agencies current practice.

Written by Dave Chaffey on 01-09-2005

Accessible E-newsletter guidelines

I'm sometimes asked whether Disability and Discrimination laws apply to e-mails and e-newsletters. An interesting question since 99 percent of the writing about DDA and Accessibility refers to web sites.

Written by Dave Chaffey on 29-08-2005

E-mail marketing best practice centre

Case studies, white papers, and best practice relevant for UK marketers on E-mail marketing. Also information on SMS and fax marketing.

Written by Dave Chaffey on 18-07-2005

UK Web-based E-mail reader statistics

For max impact, E-mail marketers need to