Automation tools are there to help email marketers - but if the human element is added, it can be too easy to let data guesswork diminish your brand's key messages.

The latest automation technology is powerful and priced for companies of all sizes. Finally, customers can be front and centre in personalised email campaigns.

IAB UK research shows that people are actively checking email while watching the television, and a quarter are happy to act on messages and go shopping.

Subject lines are always a challenge to most email marketers. Here are a few key do's and don'ts to keep in mind when you write your next one.

Picking up where I left off in my last post, here are more ways to move up from "good" ROI to "amazing" ROI with basic tweaks, updates and alterations:

Like life, email marketing is full of missed opportunities. It happens because email can deliver a substantial ROI with seemingly little effort on your part. But your email could move up from "good" ROI to "amazing" ROI with just a few basic tweaks, updates and alterations.

When creating call-to-actions, be mindful of the fact that email is a push channel and the Web site is a pull channel-a key difference oft-forgotten when creating call-to-actions for emails.

Subject lines are always a challenge to most email marketers. Here are a few key do's and don'ts to keep in mind when you write your next one.

As email marketers, we're all well aware of how easy it is to re-market to and convert the low-hanging fruit within the ecommerce customer journey using cart recovery emails. These cart recovery emails target those customers who abandon after adding items to their basket. On average, 75% of carts started are abandoned, and 20% of those who are sent remarketing emails can be recovered. But what about the low-hanging fruit further up the customer purchase funnel? Sure, they're not quite as low-hanging and not as easy to convert as those who have abandoned after reaching the checkout pages. Generally speaking, …

Email marketing is constantly evolving. Staying on top of the transformation is vital, but knowing what's coming is just the first step. You also need to know which new skills, perspectives, infrastructure and management backing you'll need if you want to thrive in this new environment. Here are nine drivers of change and trends you must anticipate and prepare for if you want to remain competitive -- and to keep email a valuable and viable channel.