Email marketing will continue to surge in 2021, but strategies will vary depending on a company’ budget, industry and audience. Here are several universal tactics brands can take to drive their email campaigns.

The holiday shopping season is in full swing. SparkPost’s April Mullen offers four tips for helping brands tighten their email marketing strategy: Keeping messaging personal (ized), making content interactive, having a “Spam Plan” and reflecting on last year. 

The following techniques might not work for large campaigns. But here are the ways journalists and marketers find email addresses of people they want to reach: LinkedIn & Email Hunter, Google Search Operators and Mail Tester. 

French retail Carrefour has been hit with a €2.25 million fine for breaches of the GDPR, and its banking arm Carrefour Banque received an €800,000 penalty. The fines took into account remedial action by the company. 

Google Inbox was a tool for managing the inbox — in some cases, it allowed users to see a short version of the vital content without opening the email. Why did Google abandon Inbox and focus on Gmail?   

Consumers demand relevance and personalization in marketing emails. They also want the chance to take action — they are most likely to open an email if the subject line mentions a deal or promotion, a study shows. Here’s a rundown of what they want.