Segmentation is an important strategy in email marketing, but one digital advertising expert has urged firms not to go overboard.
Writing for MediaPost, industry commentator Gary Levitt pointed out that email service providers now make it easy for people to segment and the benefits are clear; a message can be tailored to suit the recipient.
UK-based marketers are expecting changes within their departments over the coming months, according to a poll undertaken by Marketing Week and Ball & Hoolahan, a recruitment company.
Some 3,357 marketing professionals - from executive to trainee level - were surveyed by the pair, which worked together to garner an idea of how the marketing industry would change in 2012.
Advertisers who want to create a memorable email marketing message could try playing around with a familiar slogan or saying.
Writing for Harvard Business Review, Say it Better Center co-founder Kare Anderson gave the example of how a US hospital riffed on the classic 'Got milk?' line by using 'Got blood?' in their promotional drive to attract more blood donors.
The next big innovation with email will be to make it more collaborative, it has been predicted.
Mimecast CEO Neil Murray has claimed that whilst email is likely to remain the leading form of digital communications for some time, those responsible for improving the medium could certainly learn from social media's superior use of collaboration.
Email marketing practitioners shouldn't be tempted to send too many emails over the Christmas period, an industry expert has claimed.
Marketing journalist Kristina Knight explained that many consumers often receive a huge amount of emails over the festive period as it is, so it is important to only send extremely relevant content in order to maintain their attention.
Businesses who invest in email marketing experts are likely to see the biggest returns on investment, as a survey reveals they are among the hardest working professionals.
According to global recruitment specialist Robert Walters, those working in the digital industries of marketing and IT are more likely to work at the weekends than bankers, accountants, or risk assessment workers.
Some 51 per cent of marketers prefer to provide location-based messaging to their consumers, according to a survey undertaken by O2 Media.
It surveyed the opinions of 20 marketers and buyers, who revealed the best ways in which to target consumers properly. Crafting a company's messaging seemed to be the most important thing to them, whether it's delivered via an email marketing campaign or an online advertising strategy.
Contrary to speculation within the marketing industry over the so-called demise of email marketing, one expert has advised that the medium will "not be going anywhere" in 2012.
Writing for Allbusiness.com, Gini Deitrich stated that if anything, it will remain as popular in the New Year. She revealed: "As much as many of us would love email to be dead, there were 107 trillion emails sent in 2010.
The only way to make a mobile email marketing campaign work is to have a stable mobile site available for recipients, according to an expert writing for Businessinsider.com.
Raymon Ray, who works for a small business technology firm, explained that not having a site in place could well irritate recipients.