Email marketing
MarTech is your source for email marketing content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, the latest data to help you work smarter and make better decisions, and our email marketing buyer’s guide.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
Why we care:
Email marketing remains a cost-effective way of reaching audiences and driving outcomes. Because of the volume of email customers receive, there is a growing emphasis on personalization and the use of engaging dynamic content. Also, while email optimization has endured as essential for marketers to master, new challenges tied to inbox algorithms and deliverability have added technical considerations that marketers need to manage.
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3 keys for better email engagement in Gmail
Obsessing over inbox placement won’t move the needle. Focus on segmentation, respecting customer preference and getting buy-in for email.
The 2024 guide to email deliverability
This 10-minute guide walks you through everything you need to know about email deliverability to ensure your recipients are getting the messages you send.
Questions to ask email marketing platform vendors
Don't forget to ask vendors about reporting, integrations, new genAI features and support before moving on to the negotiations and purchasing stages.
Marketing artificial intelligence (AI)
3 low-cost tools for data-driven marketing: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: how small businesses can launch their digital transformation.
5 impactful ways to level up your email marketing designs
Craft bespoke email designs to stand out in crowded inboxes. Let your brand's voice shine through with unique layouts.
Navigating new spam policies: A guide to effective cold email outreach
Adapt your cold email strategy to the latest spam policy updates. Ensure your emails resonate with prospects and drive meaningful results.
Frequency testing: The key to unlocking more email revenue
Don't let a badly performed email frequency test cost you money. When done right, higher frequency can pay off with more revenue.
How to keep your marketing automation campaigns from ruining your week
Safeguard your marketing automation campaigns and prevent embarrassing mishaps with these essential checks.
New email sender rules: Legitimate mailers will be collateral damage
The 'bad guys' won't be deterred. The 'good guys' will be injured.
4 best practices to build a clean and engaged email database
Build and maintain a high-quality email marketing database using first-party data, email verification, double opt-in and more.
Questions to ask marketing automation vendors during a demo
If you're considering buying or upgrading a marketing automation solution be sure to ask vendors theses questions.
If you’re marketing on ‘Email Island,’ don’t get yourself voted off
Who can email marketers trust when email providers, email users and even their own sales team seem pitted against them?
How to decide if you need an enterprise email marketing platform
Here are some questions to ask to determine if your organization can benefit from this software adoption.
How to craft killer CTAs that convert B2B prospects
Learn the fundamentals of what to do to create compelling B2B calls to action for successful email outreach.
How to survive (and learn from) email marketing mistakes
Learn how to deal with mistakes, analyze what went wrong and move forward from errors while maintaining a candid, accountable team culture.
Gmail spam updates are here: What now?
Gmail is cracking down on bulk emailers who send over 5,000 emails per day. Learn what's changing and how to avoid the spam folder.
New rules for bulk email senders from Google, Yahoo: What you need to know
The new guidelines apply to personal email accounts only and bulk email rejections will begin in April.
Increasing email click-throughs: Best of the MarTechBot
See how the MarTechBot responds to a prompt and how the prompt can be improved. Today: increasing email click-throughs and retention.
75% of consumers made purchases as a result of SMS marketing
60% expect brands to text them at least once a week, but 71% said too many messages are why they no longer want to get them.
Why it’s time to rethink your feedback emails and how to do it right
Use these tips to create more effective email surveys and review requests your customers will want to open and complete.
Google annotations: The secret weapon email marketers should use in 2024
This little-known feature lets you add interactive elements to emails. Learn how your brand can benefit in 2024.
Email marketing is changing: Catch up with this Master Class
Join Ryan Phelan and Kath Pay for an email marketing Master Class with learnings you can take back to the C-suite.
The art of running an email strategy assessment
New year, new strategy — there’s no time like Q1 to evaluate an email program to see if it needs a reset.
3 keys for email marketing in 2024: AI, change, learn
Here’s how email marketers can embrace artificial intelligence, drive strategic changes and commit to continuous learning this year.
How generative AI is impacting email marketing software
Email marketing and the software that supports it are well-established, but that doesn't mean the space is standing still. Generative AI is having an impact.
How ThriftBooks uses data insights, loyalty and experience to drive ecommerce sales
The independent online bookseller used year-round ecommerce strategies to grow sales 20% over the holidays.
Email automation tools for the savvy marketer
Discover the email automation features you need and how AI will change them going forward.
2024 Predictions: Email captures marketers’ attention
Here’s how marketers will improve email strategies this year to deliver value and help manage the changing privacy landscape.
How AI-powered features are revolutionizing marketing automation platforms
New artificial intelligence functions for MAPs can do everything from generating personalized content to optimizing campaigns.
Email marketing 101: The five basics
Little email things — like signature, subject lines and how to personalize — have a big impact and are easy to overlook.
2023 in review: Our 10 top articles on email
As the year comes to a close we're looking back on all that's been learned. Here are 10 of the most popular posts about email marketing by our experts.
10 top marketing podcasts for 2024
Here are 10 marketing podcasts that will give you practical tips and the inside scoop on everything from AI to social to content and beyond.
How to create a re-engagement strategy that doesn’t insult your subscribers
Here's what email marketers should and shouldn't do to manage inactive subscribers and rebuild engagement.
Marketing automation software for small business: How to get started
Marketing automation software can help small businesses streamline marketing, enhance customer engagement and drive growth.
AI-powered cold email: A nightmare in the making?
AI can help draft cold emails, but it shouldn't run the show. Learn the right way to blend automation and personalization when prospecting.
Writing emails that convert
Learn the 4 biggest copywriting and design dos and don'ts to consider before hitting send.
Email marketers may be hit by Google’s mass account removal
Google is going to eliminate email accounts that have been inactive after two years which could help some marketers and hurt others.
The data disconnect: Why understanding your data landscape matters more than ever
Do you understand all the possible sources from which data flows into your CRM? It might be time for a data landscape assessment.
B2B email marketing: 3 strategies for advanced personalization
Turn monotonous B2B emails into personalized conversations. Learn how to create engaging experiences that speak directly to your audience.
5 Black Friday trends marketers can act on this holiday season
42% of consumers begin holiday shopping on Black Friday or later, one study found. Here’s what marketers can do to capitalize.