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.
Don’t miss out! Get MarTech delivered daily to your inbox. Subscribe for free
Good human marketing: Wednesday’s Daily Brief
Plus news from Neustar and Drift.
5 email marketing lessons learned in the pandemic
And how to apply them to your email marketing program.
Good riddance, open rate: How Apple’s change will make you a better email marketer
Kath Pay explains the four steps you should take to update your email strategy.
Apple’s email privacy crackdowns will not destroy email marketing
But new modes of measurement, first-party data and, of course, a doubling-down on customer experience could make the channel even stronger.
Nurturing leads or unsubscribes: Marketoon of the Week
Email can get a customer so close, yet so far.
A roadblock for FLoC: Monday’s daily brief
Plus Apple's latest privacy move and its threat to email marketing.
Breaking down MarTech’s Email Marketing Periodic Table: Friday’s daily brief
Plus, learn how to conduct systematic audits of your email marketing data.
Losing open tracking will not kill email
Especially if Apple's move prompts marketers to focus on more relevant metrics, and the message itself,
Let’s go shopping — for more and better data
Work through these steps to ensure you have the data volume you need without sacrificing accuracy.
Ops, chemistry and creative: Friday’s daily brief
Creative automation vendor Celtra partners with Pinterest.
Customize your email marketing with the power of personalization
Real-world examples of how you can make personalized recommendations when your email is opened - not when it’s sent.
How you handle email replies matters for great customer experiences
If your "reply-to" handling is automated, you might be missing an opportunity
State of Email Marketing 2021 Benchmark Report
Learn what separates high-performing email marketers from the rest of the pack.
What to know about email marketing in a pandemic world
Data hygiene and personalization required for successful campaigns.
Tips for optimizing holiday email marketing campaigns
Focus on lists and personalized content to break through the noise.
How to bring more value to your email marketing
Adding value to email marketing will be extremely important in outreach to Generation Z.
10 tactics to improve your email marketing campaigns
From mobile responsiveness to A/B testing, these tips are essential to getting your message to your customers.
Email martech consolidation shows just how important deliverability is
Email marketers need better insights — and vendors are acquiring products and talent to meet their growing demands.
Brands are neglecting transactional emails, leading to deliverability issues and lost customers
Latest email benchmark report indicates that email senders recognize the importance of transaction email, but aren't prioritizing user experience.
Why email marketing should work, and why it often doesn’t
Email might not be the sexiest way to promote your business, but if you put in the time and effort, it can be one of the most profitable ways to grow.
Webinar: Emerging Elements for Email Marketing in 2020
Join us as we dive into five emerging elements that will change email marketing as we know it.
Litmus adds key features to email marketing platform
The company added new testing capabilities for dynamic content, additional insights into subscriber behavior and streamlined capabilities with updated integrations.
Here’s what to expect in paid search, email marketing, spending and more during the BFCM stretch
We're entering the busiest shopping week of the year, with an expected $30 billion to be spent during the next five days, according to Adobe.
How to perfect your email marketing strategy this holiday season
Authentic and relevant messages personalized to holiday shoppers will help foster customer loyalty and retention.
Last-minute tips to get your email marketing in shape for Black Friday and Cyber Monday sales
How to stand out in your subscribers' inboxes during the holiday rush.
Email marketing: Essential content elements
The structure, style and subject line you use for your emails are critical to their success or failure.
iPost adds Magento integration to connect customer data for more personalized email marketing
The full native integration gives iPost users the ability to use Magento behavioral and transactional data to inform email personalization.
Email marketing: It’s the audience, stupid
The people you're trying to reach are arguably the most important element to consider as you build your email marketing strategy.
Email marketing: Infrastructure intelligence
To ensure emails are delivered as intended, marketers may need to wade into the technical nitty-gritty.
Email marketing: Harnessing the trust factor
Get to know eight elements from the Periodic Table of Email Optimization and Deliverability that help marketers build trust with recipients and ISPs.
SparkPost acquires eDataSource, adding inbox insights to its email platform
The combined solutions seek to provide marketers with better inbox placement insights along email metrics
Salesforce adds AI, interactive components to its email platform
The company is expected to pilot the newly integrated capabilities starting in early 2020.
Email deliverability platform 250ok adds Google Postmaster Tools integration
By integrating Google Postmaster Tools, 250ok clients will be able to monitor Gmail deliverability across multiple IP address and domains.
The 4 humanized elements of deliverability on the Periodic Table of Email
Deliverability is both an art and science. The art part is all about how meaningful and contextual your email communication is and the science is the authenticity of your infrastructure.
Testing your email marketing to improve your deliverability
Marketers have more control over email optimization and deliverability than they may realize.
7 rules of deliverability to set you up for the holiday season
There are fundamentals that will help you achieve credibility and consistent deliverability but it requires a long-term strategy. There are no quick fixes.
Study indicates drastic improvements to managed inbox optimization
Return Path's 2019 Sender Score Benchmark report shows overall improvements in email marketing, despite difficult relationships with ISPs.
SparkPost updates email validation services to improve deliverability rates
The new updates will help senders identify bad email addresses before they result in a hard bounce.
What is Managed Inbox Optimization for email marketing?
Rethinking your email strategy requires combining the elements of deliverability and optimizing for subscriber engagement.
Reach the managed inbox with a proactive approach to email deliverability
Optimizing for the managed inbox requires more than 'checking the box' on deliverability factors.