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CHAPTER 9  EMAIL MARKETING   

further reading ...

The following links take you to content that supplements and updates this chapter of the book. Note that

I’ve included some articles that are a few years old  ... don't let their publication date put you off - they are

still relevant now. The most recent posts are at end of each section.

9.1 INTRODUCTION

46% of Consumers Want to Deal with Ecommerce Issues through Email.

10 Dos and Don'ts for a Successful Email Marketing Campaign [Infographic].

Analyzing Unsubscribes Can Save an Email Marketing Program kind-of presents a reactive argument for the practice - I would argue that this should be standard practice.

I've included Facebook's Removing the 'Our Story' Section from Pages Next Month purely to reinforce the fact that social media platforms can change their offerings to suit themselves -  and so the marketer must always be aware that they may have to change their plans ... often at very short notice.

As Marketers Plan a Rise in Email Volume, Keeping Lists Engaged Proves A Challenge.

Half of Your Email Campaign’s Clicks Occur Within 3 Hours Post-Send + More Email Benchmarks also includes data on the best day of the week to send emails as well as the number of newsletters that should be sent per week and a too frequently ignored issue - the use of preheaders.

I have also included Consumers Ascribe High Purchase Influence to Emails In the section on influencers – but take a look at the top of the list for influence.

More evidence that email is not dead ... 3 Points About Consumers and Direct Mail.

6 email metrics to help reach marketing goals and make business decisions.

I've included How Much Harder Has Email Marketing Become? to show that things change - though I would argue that it was never easy.

The warnings included in New Gmail and Yahoo Policies Impact Ecommerce should not impact email marketers who already use good practice - others should take note.

My views on email marketing go back over 25 years - it looks as though someone has read some of what I've said about it in those years ... The email marketer’s guide to effective marketing automation.

11 elements of a successful email audit.

Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It.

Mail still holds appeal for younger generation.

Email deliverability: What you need to know.

9.2 EMAIL AS A MEDIUM FOR DIRECT MARKETING

Don't be confused by the title of What Kinds of Post-Purchase Brand Emails Are Likely to Be Opened? and think it belongs in the next section. The emails talked about are actually direct marketing emails - but the title refers to the fact that when you've bought something the seller can - legally - send you sales emails without you giving direct permission [though any such emails must include the option to opt-out/unsubscribe from any further emails].

None of Email Marketing: Optimizing ‘From’ Lines, Subject Lines, Pre-headers is new - but you might not have seen it before.

Attributing Sales to Email Marketing Is Not Always Easy.

I've put How to get more out of your email marketing in this section, but some of the tips could apply to all email marketing. Note that there is some author bias, but it's still worth a read - and there are links to some email stats.

Marketers Are Using Direct Mail Mostly for Customer Acquisition.

9.3 EMAIL AS A MEDIUM FOR MARKETING MESSAGES

In Unlocking the full potential of transactional emails the author refers to 'transactional' emails, which are not direct marketing - as he covers in the article.

6 examples of perfect proactive triggered emails from Amazon, Airbnb and Stitch Fix.

I don't cover this subject in the book - but it is useful information - How to create an effective apology email: 7 examples.

If you're serious about using email for marketing things like What to do if customers aren’t receiving your confirmation emails are just part of your everyday job.

Why it’s time to rethink your feedback emails and how to do it right could be in chapter 11, but the focus is on email - so I've put it here.

Transactional Notification 101.

8.4 EMAIL NEWSLETTERS

Three UX Tips for Better Newsletters and Marketing Emails is a short video - it's about presenting content on emails ... but I think the same advice applies to websites.

It’s time the generic retail newsletter is overhauled.

In the book I associate newsletters with email as that is their method of transmission - but as alluded to in The New Social Network That Isn’t New at All they could just as easily be classed as social media.