Recent research from the DMA Marketer email tracker 2017 shows that while email is important for the vast majority of marketers, those same marketers find it increasingly difficult to make their messages interesting or relevant. Marketers know that this is a problem not just for their ROI, but for their brand. Consumers tire of consistently irrelevant messages. And who can blame them?

The Receptivity of Emotions study by Yahoo found that when UK and German consumers are feeling upbeat, they are 30% more likely to engage with native video content than in other emotional states. They are also 28% more likely to engage with content marketing, and 21% more likely to engage with direct marketing.

The volume of email sent by marketers in the fourth quarter of 2016 rose 14% compared with the fourth quarter of 2015, according to recent research from Experian. The researchers compared key metrics with Experian's 4Q15 and 3Q16 data. Although email volume grew across the board, the size of the increase varied significantly by industry, the analysis found.

Research has found UGC to be more relatable among consumers; 92% of consumers around the world trust UGC over traditional advertising, and according to one study, Millennials find it 35% more memorable than traditional media. Incorporating UGC into your email marketing strategy is a great way to improve its effectiveness.

According to new data from Yes Lifecycle Marketing's cross-channel platform, Yesmail360, on average, open rates for emails without offers in the subject line were 28% higher than those with offers, and click and click-to-open (CTO) rates were 67% higher. In addition, when the word "deal" was used in email subject lines without a specific offer incentive, open rates were highest.

You probably won't respond to someone who mispronounces your name, much less a stranger that misspells your name. So why should your reader have to answer to you if you misspell their name? Getting the name of the reader wrong is sure to get your email deleted without a second thought.

The Information Commissioner gave evidence to MPs at the House of Lords EU Home Affairs Sub-Committee on Wednesday 8 March. Elizabeth Denham discussed the implications of GDPR and Brexit on data protection law and the extra resources needed by the ICO as it takes on more responsibilities under the new laws.

In the digital economy, customers are socially connected with one another in horizontal webs of communities. Today, communities are the new segments. Unlike segments, communities are naturally formed by customers. Communities are immune to spamming and irrelevant advertising. In fact, they will reject a company's attempt to force its way into these webs of relationship.

Most marketers are well advanced when it comes to executing personalised email campaigns. But a study by eConsultancy suggests that they would get even better results if they personalised other channels.

In addition to removing the message to be conveyed through the email, Gmail also clips the tracking code for open rates. Think about all the tracking details getting concealed behind three dots. This means that you will be deprived of knowing accurate open rates of your campaign. All your efforts have become futile because of the message getting clipped.