Resources: List building and segmentation

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The 5 Essential Components for Email-Marketing Success

Organizations are realizing now more than ever how important leveraging the email-marketing channel is. In fact, email marketing was reported by 39.5% of Fortune 500 executives as the strongest performer among all advertising channels in a recent Datran Media survey. Why? A major reason is the great return on investment achieved with email marketing. According to the Direct Marketing Association, for example, email marketing delivered nearly $44 for every dollar spent in 2009. In this month’s feature, I highlight what I consider the 5 “essential components” of successful email-marketing campaigns.

5 Tips for Integrating Your Email Newsletter with Social Media

I recently read an article – “Making Email Newsletters More Social” – that was a great reminder of how to integrate your organization’s email newsletter with social media. More and more email marketers today are realizing the benefits of combining their social media and email-marketing efforts.

What Can an Unsubscribe Landing Page Do for Your Email Program?

It’s inevitable – people will from time to time decide to unsubscribe from even the best email-marketing programs. Your company likely complies with the Federal Trade Commission’s CAN-SPAM unsubscribe requirements, such as including an unsubscribe button at the bottom of all emails and processing unsubscribes within 10 days. But are you taking advantage of the unsubscribe process to find out more about your subscribers’ needs? Here we discuss how you can effectively use your unsubscribe landing page to find out why people are unsubscribing, help retain more subscribers, and ultimately build a stronger, more successful email program.

But I Want to Buy (or Rent) an Email List!

In a previous blog – “Should I rent an email list? What you need to know before renting a list…” – I provide the many reasons why you may not want to rent an email list. You should definitely review them if you’re considering buying email addresses. But what if you still feel compelled to buy a list? Here are a few items to consider if you choose to go down that path…

6 Steps to a Powerful Email Welcome Program

I recently attended a Lyris email-marketing conference in Chicago, and there was a critical theme that threaded through a number of the presentations – the power of a welcome program. I’ve talked about welcome emails before (see “9 Ways to Make the Most of Your Welcome Emails”). If you haven’t thought through the entire welcome experience, however, you’re missing one of the most critical elements of building your email list and the resulting email-marketing ROI. So, here I describe the architecture and elements you don’t want to miss for your email welcome program.

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