While all of the buzz around Verizon's $4.4 billion purchase of AOL is about adding more content, video, and ad generation to the mobile company's distribution platform, the acquisition wi ...

On April Fools' Day, Forbes ran a story about how Congress was considering a tax on email by amending the Internet Tax Freedom Act the next time it comes ...

How you -- and, more importantly, your boss -- answer that question easily predicts the future success of your email program. Here's why. ...

In the First Age of Email Deliverability, there were no rules and few if any consequences for bad behavior. In the Second Age, ISPs armed their users with the "repo ...

I used to say the hallmark of a great email marketing program was a robust A/B testing program. It's not just because I consider A/B testing a key optimization to ...

Going into the new year, instead of focusing on the new, let's focus on the easy. Here are my picks for low-effort/high-return initiatives for email marketers in 2015: ...

The holiday season is always in motion, as consumer behavior changes and retailers jockey to adjust to those changes and stand out. Retailers' email marketing strategies also continue to shif ...

The paid-owned-earned media model has become dated. Social media, SMS/MMS, and email marketing have been awkwardly forced into the owned media slot, where they don't really belong. It's time ...

Behind the sounds of witches cackling and batwings flapping, I can already hear the faint jingling of Christmas bells. Honestly, it's not all that faint. The holiday season is alrea ...

In the new second edition of my book, "Email Marketing Rules,"I focus more on measuring success than on anything else except permission. That's because too often email marketers are usi ...

Subscribers change over time. Their needs change. Their interests change. And change can be very dramatic from year to year and season to season. So even if your email progr ...

Three of the most important trends in email marketing right now are personalization, triggered messaging, and rendering techniques. These were the trends that we led off with in our annu ...

No, this is not a rant in favor of universal usage of double or confirmed opt-in (COI), although that practice certainly has its place. I've been a longtime supporter ...

Since email is a fast-moving, fast-evolving channel, marketers must be experimenters to succeed at a high level. With that in mind, I dare you - no, I double-dog dare y ...

There's probably no greater fascination among email marketers than subject lines. Creating magic in just a few dozen characters is a mix of art, science and luck. While straightforward subje ...

Engagement is critical to email marketing success. It's so important that when our regularly scheduled broadcast emails fail to engage, we launch reengagement campaigns to reactivate inactive subscribers or tho ...

Shopping cart abandonment emails are among the most powerful messages a marketer can send, but they could be even more powerful. Recent research into cart abandonment emails shows five cle ...

...strong, but could be stronger, according to the finding of our 2014 State of Marketing report, which surveyed more than 2,500 marketers. First, the testaments to email's strength: ...

Casting myself reluctantly in the role of Emailnezer Scrooge, I will be visited by three ghosts that will hold me accountable for my past email marketing predictions and press ...

After combing through my inboxes over the past week, here are my top findings from the Thanksgiving holiday weekend, starting with the idea that Thanksgiving Eve is the new Thanksgiv ...

Every holiday season is a little different when it comes to retailers' email marketing. Here are a few ways this year's has changed from previous seasons: ...

On the sliding scale of mobile-friendliness, most brands are just getting a firm grasp on mobile-optimized email design. As much talk as there is about responsive design, adoption is relative ...

For those marketers who already have visions of Christmas emails dancing in their head, here are my email marketing predictions for this holiday season: ...

In a risky move, more and more marketers are asking their Gmail subscribers to relocate their emails from their Promotions tab to their Primary over the past couple of week ...

Email marketers have endured years of misguided "email is dead" rants from folks who believed social was superior, but it appears that the script has been flipped. Increasingly, headlines li ...

We recently released "The Best of the Email Swipe File," which identifies five trends affecting email design and highlights 20 examples that best exemplify those trends. ...

In 2008 and 2010, I double-dog dared marketers to experiment with some little-used, out-of-the-box, perhaps even weird tactics. Some of those tactics are not so uncommon anymore, while others a ...

The beginning of an email marketing relationship is the most important. Not only are subscribers more engaged and more likely to convert, but optimizing the experience of a subscriber's fir ...

Back in November of 2010, I wrote an Email Insider column titled "'Best Practices' Are Dead," in which I argued that the term "best practices" has been much abused a ...

No one wrings their hands over email marketing's stellar ROI, but I'm surprised by how often a big deal is made out of "low" open, click and conversion rates. Everythi ...