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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Why Dollar Shave Club cut its homegrown ecommerce system
The popular DTC brand implemented a Shopify-centric stack that includes Ordergroove, Gorgias, Klaviyo and Shopify Plus.
4 ways to add personalization to your emails right now
Leverage personalization strategies in your email program to enhance your holiday marketing campaigns and increase revenue.
The email marketer’s guide to effective marketing automation
Learn smart ways to implement email automation. Use transactional, trigger and journey emails for higher engagement and conversions.
73% of marketers planning to up RMN spend
43% of those surveyed reported positive results from campaigns already run on retail media networks.
The perfect combination: GenAI and persuasion strategies for unbeatable A/B tests
A deep dive into writing prompts for generative AI to create an email campaign brief.
Marketing artificial intelligence (AI)
Working with text generators: A marketer’s guide to AI
Generative AI tools promise to make our jobs easier, but require MORE time initially, as we find the right ones to use.
New report shows enterprise email marketers embrace AI
More than 90% of email marketers say AI will have an impact on how they do their work. Find out how they're preparing for it.
Two-thirds of marketers report mid-year budget cuts
With many organizations facing budget cuts, marketers are focusing on social media to connect with consumers. Unfortunately, they prefer email.
Kath Pay: Spotlight on the expert
Kath Pay has spent her entire career in email marketing, as a solutions provider, a consultant, a writer and a speaker. She still loves it.
Unleash the untapped power of email address intelligence
In this webinar, experts reveal the power of the email address and its role in driving successful data-driven strategies.
Stensul introduces dynamic content authoring for Salesforce and Marketo
Dynamic email content can now be created and collaboratively viewed in the Stensul platform before deployment to Salesforce and Marketo.
How persuasive email design can influence the ecommerce customer journey
Email doesn't begin and end with copywriting. Design elements can help persuade customers to click and convert.
MarTech’s experts to follow: The lists so far
Who ya gonna call? These folks. From ABM to MOps, here are all the experts you must follow to know what's happening.
Dominate the inbox with your free 46-point email marketing checklist
Learn how to drive opens, boost conversions, avoid the spam folder and more with this comprehensive email marketing audit checklist.
Why you should always ask why: Strategy must lead tactics in marketing planning
It's time to get out of a tactics-first mindset and chart a strategic course based on knowing why you're doing what you're doing.
How to prepare for the GPT age in CRM and email
Done well, GPT-powered email marketing can lead to conversion lifts, long-term engagement and a bigger base of loyal customers
How NC Fusion executed its campaign to help girls stay involved in sports
Walk through the entire process -- problem ID, research, channel use and more -- of a campaign to raise issue awareness.
9 steps to make an email reactivation program that really works
Learn how to revive dormant email subscribers and boost your ROI with these expert tips and examples of winning email campaigns.
Unlocking the true value of a new email address
Following these steps can give you the confidence to know how much to spend for different types of email acquisition efforts.
How to approach your highest-value customers with Q4 email planning
Nail your Q4 email campaigns and engage high-value customers with campaign testing, personalized content and smart automation.
It’s time to say goodbye to your email open rate
If your email strategy’s success is founded on clicks and opens, the data privacy landscape of the future could be an unpleasant awakening.
3 approaches to merging profiles when resolving identities
Managing customer profiles effectively can lead to better customer experience use cases.
The email personalization guide marketers can’t miss
Get started with personalization --including dynamic content, customer data, privacy regulation, and scalability-- and capture your subscribers’ attention in the inbox.
From campaigns to conversations: The future of email marketing
Discover the power of conversational email marketing, transitioning from campaigns to personalized interactions to enhance subscriber engagement.
6 key email programs to optimize before Q4
Take time now to review your email programs to ensure they're optimized for success in Q4 and beyond.
Two frameworks for resolving identity and improving customer experience
Keep use cases — and the customer — top-of-mind using these frameworks.
7 key email metrics to track beyond opens and clicks
These lesser-known metrics will shed more light on whether your email program is thriving, surviving or ready for resuscitation.
Digital experience platform (DXP)
5 steps to evaluating your digital experience
Here’s how to approach the task of improving your brand’s digital experience and driving more revenue.
Email subject line tips and best practices (with examples!)
Your subject line is the key to grabbing attention, driving action, and safeguarding your brand reputation. Don't let it be an afterthought.
Email marketers: What’s on your vacation to-do list?
Just as we plan our vacations, we need to plan a work exit and re-entrance. Otherwise we will lose all we gained from our time off.
Holiday email opt-outs: Right intentions, wrong response?
Limited-term opt-out has become a standard feature in email marketing workflows. Here are some factors to consider before creating one.
Email marketing is dying: 3 actions to help it survive (and thrive)
Email is the most effective marketing channel for many things. It's also the one customers feel most overwhelmed by. Here's how to change that.
Marketing artificial intelligence (AI)
3 steps to make AI work for you
Marketers must actively take part in deciding how to use AI within the organization. Here are three steps you can take today.
Beyond ‘click here:’ 4 rules for better email CTAs
"Click here" is a terrible call to action for email campaigns. Here are tips and examples to help you develop better ones.
The future of outbound marketing in an omnichannel stack
Enterprises want key services to operate omnichannel, yet outbound marketing platforms are becoming outdated. Here's how it might change.
6 must-have, underused email marketing automations
Learn the potential business impact and benefits of implementing these six email automation workflows.
The art of natural funneling: How to lead your readers without forced CTAs
Learn how to use effective CTAs in your content and email marketing for a seamless customer journey.
How to send more emails and grow your subscriber list
Are misconceptions holding back your email marketing campaigns? Learn a better approach to build your subscriber base.
How a non-profit farmers market is leveraging AI
Williamsburg Farmers Market has one person responsible for its marketing — and just about everything else. AI is making her life easier.
A guide to how email marketing platforms help brands succeed
All email platform providers send emails, but their technologies – both software and hardware – and approaches for doing so can differ.