17 (of the) Best Email Marketing Guides of 2011

February 27, 2012

As figures below show, email marketing remains a vital element of modern B2B and B2C marketing programs. More than four out of five internet users check their email first when they go online for business each day, and nearly three-quarters check email six or more times per day. Email messages generate 15 to 20 times the response rate of traditional paper direct mail—while costing much less and being more environmentally friendly.

Email and social media play well together. 81% of marketers are now using social media to expand the reach of their email content, as businesses that combine their email and social media efforts see faster list growth and higher click-through rates than those using email alone.

With that in mind, what are the best practices for combining email with social media marketing? What are the most effective tactics for growing a relevant opt-in subscriber list? How can marketers determine the best frequency for their email campaigns? Write subject lines that increase open rates? Avoid common mistakes that make their messages less impactful?

Find the answers to these questions and many more here in some of the best email marketing guides, articles and blog posts of the past year.

Email Marketing Tips & Tactics

How Uncoordinated Emails Can Kill Off B2B Prospects by MarketingProfs

Ardath AlbeeFrequent best-of honoree Ardath Albee explains how email programs can go wrong when a customer or prospect receives email messages from multiple departments for different purposes, and the efforts are improperly (or not at all) coordinated–and how to avoid losing subscribers as a result.

Common HTML Email Design Mistakes by In The Box

Noting that “While HTML emails may appear to be miniature web pages, they possess a unique set of quirks and limitations,” Chelsea Rio details six common email html mistakes (e.g. over-reliance on images, particularly large images) and how to avoid them–assuring that what you intend is what your readers actually see.

20 Tips for developing a Successful Email Marketing Campaign by Web SEO Analytics

Dimitris ZotosDimitris Zotos provides 20 helpful email marketing tips here, from using A/B testing (to test styles, colors and fonts in order to optimize your subscription page) to having clear policies about privacy and sending frequency to adding sharing buttons to make it easy for readers to share your content.

5 cardinal rules of email etiquette by iMedia Connection

Writing that “businesses need to be mindful of a few best practices before engaging via email, as it is a very personal channel and one misstep can cause a customer to hit the unsubscribe button,” Craig Fitzgerald presents a few simple email etiquette rules such as respecting frequency: “You don’t want to over-saturate email inboxes, but you also don’t want consumers to forget about you.”

6 Tactics to Determine B2B Email Frequency by Mass Transit

Adam Holden-BacheAdam Q. Holden-Bache passes along six methods for determining the right email frequency for your audience, so that you maximize potential returns without over-communicating and alienating your subscribers. For example, check your metrics: “If you see open/click rate drop-off and lowering conversation metrics, that will tell you that recipients aren’t responding to your campaigns. If you see steady or increased activity from your emails, then its likely you’re campaign schedule is at worst at an acceptable level.”

5 Tips To Dive Into Email Metrics by MediaPost Online Media Daily

Reporting that “when trying to communicate with prospects, organizations are using e-newsletters most (72%) vs. social networks (48%) and blogs (46%),” Nathaniel Cramer advises email marketers on how to take action based on common email metrics list open rates, click-through rates and conversion rates.

The State of Email Marketing (Infographic) by Constant Contact
***** 5 STARS

Discover why email marketing remains popular, based on hard data: 74% of online adults say email is their preferred form of commercial communication. 83% report that email is the “first tool they check when going online for their business each day.” 72% say they check their email six or more times per day. And “even Facebook COO Sheryl Sandberg said that email is the first thing she checks in the morning and the last thing at night.”

How to Write Effective Email Subject Lines

How to Write Better Email Subject Lines by The Lunch Pail

Patti RennerPointing out that “Email marketing is only as strong as its open rates,” Patti Renner explains the “5 C’s” or great email subject lines and throws in some additional tips, such as keeping it short, avoiding redundancy (e.g., “If your From line includes your business name, your subject line doesn’t need to repeat it”) and using acronyms and jargon carefully.

The 4 Words That Will Get Your Email Opened by Copyblogger

Sean PlattSean Platt reveals what these four words are, what kind of results they can generate, why they are so effective, and how to support those words in the body of your email message, no matter what type of product or service you sell.

Best Practices for Integrating Email and Social Media Marketing

5 Email Marketing & Social Media Musts For 2011 by iMedia Connection

Curt KellerCurt Keller offers some outstanding guidance on how to integrate email and social media marketing activities, such as “Run through your social media presences with a magnet, grab every comment that praises your brand to the high heavens, and stuff them in your next email: either as a section or as the focus of an entire newsletter.”

Email Plus Facebook Marketing: Fresh ideas from FreshPair by MarketingSherpa Blog

Daniel BursteinDaniel Burstein interviews Lindsay Massey, Marketing Director at Freshpair about integrating Facebook and email marketing activities, because as Lindsay notes, “We look at email and social as great complements to each other, and we definitely don’t see email as ‘dead.’ After all, how does Facebook notify you that you have new comments or messages? Email!”

How to Grow and Manage an Opt-In Email Subscriber List

10 Effective Ways to Get More Email List Subscribers by KISSmetrics

Sherice JacobSherice Jacob provides 10 tips to maximize the quality of subscribers on your email list, not just the quantity. Included on her list: make your submit button interactive, encourage readers to forward your newsletter, and offer special deals to new subscribers. Not included (thankfully)–displaying an annoying pop-up box to new site visitors.

21 Awesome Ideas to Grow Your Email List by HubSpot Blog

Michael Redbord lists almost two dozen “ideas for offers that can help dramatically increase the size of your email list and lead conversion volume,” such as education (eBooks, whitepapers, buyer’s guides), free stuff, and online tools (e.g. ROI calculators, “grader” apps).

You Bought a List… Now What? by iMedia Connection

Gary HalliwellGary Halliwell shares five tips for effectively using and managing a purchased list for B2B marketing purposes, starting with effective planning: “List buying should be part of a larger strategic plan. Lay out the full plan on a whiteboard, and include everything from initial touch-point, to sales accepted lead, to closed deal. Define the metrics that help you track success of your campaign over a reasonable amount of time.”

The 7 High-Converting Places to Add Email Sign-Up Forms to Build Your List by Social Triggers

Derek HalpernDerek Halpern identifies seven places (well, six places plus, in Derek’s own words, “The Dreaded Lightbox Pop-up…The Lightbox sign up form is a GREAT way to grab emails. However, depending on your niche, it may not work. In some niches, the light box pop-up can KILL your conversions because it’s annoying.” Pop-up boxes suck.) to add an email signup form in order to maximize subscriptions.

Mobile Email Marketing Tips

Mobile Email Marketing – What You Need To Know by Modern B2B Blogs

Maria PergolinoContending that “Originally thought to be more effective for B2C markets, mobile email marketing is fast becoming an effective way to communicate with B2B prospects and boost lead generation,” Maria Pergolino outlines four key best-practice areas for mobile email marketing, including formatting (it’s “best to send critical email marketing messages as text instead of html allowing the email to be readable on any mobile email client”) and design considerations.

How to Create Mobile Friendly Emails by Site Reference

Misti SandefurMisti Sandefur reports that “31% of people view their personal emails on their mobile phones,” and that figure is increasing. She then provides seven tips for creating mobile-friendly emails, from creating a mobile-specific template and keeping subject lines short to sticking with single-column, left-aligned text.

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2 Responses

  1. Great list, as usual, Tom! Thanks for the mention.


  2. Tom 

    Hey, great content as always Ardath, happy to include you!

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