In email marketing, split testing is a way of comparing different versions of one variable in an email to assess which one is the most engaging. This method of testing is so easy that there is no reason why you shouldn't be doing it, and it can really help you to improve the performance of your campaigns.

An email marketing campaign is like a house. Its built brick by brick by combining different elements such as email deliverability, subject line, clean list, personalisation and most important, a campaign-specific landing page. Although important, the landing page is sometimes overlooked or not optimally utilised.

"Think mobile first." That's the advice from Expedia's Himanshu Sinha. Mobile devices are becoming our preferred personal computer and are outpacing desktops and other devices for email opens and clicks. Google estimates that more than 75% of its 900 million Gmail users access their accounts on mobile devices, and Sinha said Expedia's numbers are closer to 80%.

"You need to focus on email pop ups for your website visitors. This way, you'll enhance overall rate of conversion. Try adding some incentives like discount on selected merchandise for encouraging your followers to purchase and increasing your email opt-ins. You need to jump on making email pop ups regarding seasonal sales, discounts or by creating engaging themes."

Marketers frequently have the right tools to view this type of basic data regarding their campaigns, but they rarely go beyond such preliminary data to see more advanced information. Having the basic data in front of you is one thing, but acting upon the data and creating a new marketing strategy based on upper-level analytics is a step that all successful marketers have to take.

Make sure you find out your Millennial target's preferences so when you do communicate with them, it's on point. This will require some extra time and effort not just up front, but on an ongoing basis as your relationship with them grows. The number one rule of marketing, "know your customer," rings true with Millennials more than with any other target market.

It's worth going right back to the basics of setting SMART objectives. Email is often the get-out-of-jail-free tactic that marketers use when they're in need of uplift in sales or conversions. But as the saying goes, act in haste and repent at your leisure. Marketers should take the time to set objectives for every email that are: Specific, Measurable, Achievable, Realistic and Timed.

Email marketing is an instrument that helps your business stay in touch with your clients, keep them informed, drive them to visit your Web site, go to the offline store, and/or participate in an event you're organising. Email subscribers are considered rather loyal, closer to purchase as compared to social media participants, for example, and tend to discuss their opinions about products and services.

Experts have come up with a name for November 2nd -- it's Headstart Day, and according to data it's the day consumers are most likely to open holiday-based marketing emails. GoDaddy experts found emails on that day have a 16% higher open rate compared to average opens through November and December. Open rates for November 2, 2015 were more than 38% higher than Black Friday.

According to an Online Trust Alliance (OTA) study, fewer online retailers are including "clear and conspicuous" unsubscribe links in email marketing. After analysing email marketing unsubscribe practices of the top 200 e-commerce sites based on revenue, the OTA found that 81% of online retailers were using "clear and conspicuous" unsub links in emails, compared to 97% in 2015.