A different email marketing approach is needed when targeting mobile readers and desktop readers, an expert has claimed.

Steve Olenski, a freelance blogger, wrote on Forbes that advertisers need to think about what type of message will appeal to these groups in the context of the platform they are reading the email on.

An email's subject line should properly reflect its content, or the recipient may just bin it altogether without reading any of the message.

That's the warning issued by business manager and writer Wayne Turmel, cited by Management-issues.com. He shared his own pet hates surrounding emails and for him, irrelevant subject lines are top of the list.

The way opt-in email marketing has succeeded in engaging with audiences "exemplifies" how brands can use consumer choice to get results.

This is the view of David Hallerman, principal analyst at eMarketer and author of recent report 'The Lessons of Email: Using Digital Touchpoints for Customer Loyalty', according to Financial.

There have been mixed responses to the government's plan to provide GCHQ with powers to monitor each British resident's emails and internet usage.

According to Press Association, opposers of the plans - which would see each email or text message set, website visited or phone call made by Britons analysed - believe it is an invasion of privacy.

Firms keen to engage more consumers in the health and fitness markets should harness the power of internet forums, it has been claimed.

Blogger Charles Mburugu wrote on Noobpreneur.com that this may help brands to accumulate more subscribers to email marketing content such as newsletters, which can be utilised to inform and create more business leads.

Professionals within email marketing have been warned not to overload their subscribers with emails.

Russell Parsons, who is the news editor for Marketing Week, has claimed that businesses sending too many marketing emails could soon find it harder to maintain the high deliverability rates necessary to achieve a significant return on investment.
Wednesday, 28 March 2012 10:09

HTML5 makes video more worthwhile for email marketers

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The proliferation of HTML5 has made it far more worthwhile to include videos in email marketing messages, an industry expert has claimed.

Justin Foster, who is the founder and president of the Video Commerce Consortium, has pointed out that HTML5 has made it easier for videos to be inserted into emails and to be viewed by email marketing subscribers.

Using sarcastic sentences within an email tends not to work well, it has been noted.

Humour is often used in email marketing campaigns, but 'Angry Email: How to Put a Lid on It' author Dona Young suggested people can take such comments the wrong way, reported the Chicago Tribune.

Constructing an exceptional B2B or B2C email requires both art and science but there is no "magic formula" to make it perfect.

That's the opinion of Madhu Gulati, an email marketing expert writing for Business2Community, who suggested mixing strategy and emotion is a sure fire winner for email marketing services.