Personalisation is one of the key aspects of any email marketing campaign, one expert has suggested.
Writing for opposingviews.com, content marketing blogger Karen Johnson urged brands to be as personal as they possibly can, utilising all opportunities at their disposal to create a real, human interaction between the business and the consumer.
Social media marketing may be getting more popular but email still has advantages over it, according to an industry expert.
Dawn Altnam, a self-employed blogger who covers a range of tech and marketing issues, has claimed that email still remains the top communication method in the business world.
In her latest blog for business2community.com, she listed a number of reasons why an email marketing message is more likely to be read than promotional social media content.
An industry insider said that marketers need to constantly make sure they are creating content.
Mike Lieberman, co-founder and president of company Square 2 Marketing, said that regular content ensures businesses are kept in the minds of consumers and also helps to generate more leads.
Mr Lieberman also refers to statistics from hubspot.com which claim that companies who post content three times a week upwards will have a significant increase in customer conversions.
To expand the email marketing list, you have to break the rules, according to entrepreneur.com. The content of the email itself could be perfect but if the distribution list is non-existent, the effort of creating it will be wasted.
According to marketingprofs.com, rules are meant to be broken and best practice is only what works best for a particular audience.
DJ Waldow, an email marketing consultant says using traditional pop-ups to collect email addresses isn't as effective as it used to be because they can easily be blocked on most computers. Popovers, however, are proving to be more successful because they are seen as less intrusive and can be customised.
Business owners need to understand the broad potential of an email marketing campaign, rather than only seeing at as method of delivering a newsletter, it has been claimed.
Content marketing and blogging expert Kassia Gardner, contributing to business2community.com, suggested people link up their email marketing efforts to their blog, main web page, social media and any relevant promotions.
In her opinion, one of the fundamental things to remember is the a message need not be only a newsletter; it can be used to publicise a competition, carry out a survey, send a video or highlight a case study, among other things.
Monitoring email marketing metrics is one of the most effective ways to measure the success of a campaign but some of this data is more valuable than others.
That's the advice handed out by email marketing expert Megan Webb-Morgan, writing for resourcenation.com, who believes it is important to understand which data matters and which doesn't.
Email marketers need to pay attention to the click-through rate, the conversion rate and the 'used in conjunction', writes Webb-Morgan.
When it comes to customer conversion, colour is arguably the most important element in any email marketing message.
That's the claim from Amanda Gagnon, a contributor to business2community.com and email marketing expert,. She urged her fellow professionals not to ignore the impact that a winning set of shades can deliver.
Ms Gagnon cited research from analytics firm Kissmetrics - available in full at kissmetrics.com - which proved that companies can influence a significant rise in clicks on certain areas by switching up their colours schemes. In this case, the company changed a link from red to blue in a tactical move which spawned great success.
A new technique called 'agile email marketing' could be a new trend that takes the industry by storm, one expert has predicted.
Writing for clickz.com, marketing expert David Daniels explained that a more 'agile' approach could give businesses the edge when it comes to delivering rich, relevant material to every one of their subscribers, without the need for wide-reaching alterations to their current situation.
Online marketers need to ensure they are doing everything they can to reach prospects and customers, but there are a number of points that could hinder rather than help a campaign.
The Young Entrepreneur Council (YEC), writing for business2community.com, has compiled a list of potential pitfalls that marketers should be avoiding if they want their campaigns to be successful.