It is time to think strategically, tactically and operationally about e-mail in your 2007 plan.

Pn this week after Labor Day, I thought it was a good time to look back on the last year in the e-mail industry to see where we've come over the last 12 months. And quite a bit has happened since last fall.

The E-mail Diva sounds off on Radio Shack's e-mail massacre.

Last week, Andy Goldman wrote about people who unsubscribe from e-mails, and what you can and should do about it. This week, I sat down with Jeanniey Mullen, co-founder of the E-mail Experience Council, to get her insights on a similar topic: bouncebacks. Dylan Boyd: Andy's column last week had some good points about the impact that unsubscribers can have to your bottom line over time. Do you agree with his viewpoint?Jeanniey Mullen: Absolutely! In fact, I think that we, as marketers need to take a much closer look at bouncebacks. The percentage …

Last fall, as you might recall, there was quite a commotion surrounding Goodmail's announcement that its CertifiedE-mail" program had been embraced by AOL and Yahoo. The case put forth by Goodmail at the time was that the increased trust generated by an e-mail that had been certified as legitimate, the guarantee of delivery, and the promise that HTML would render properly without fail, would result in higher click-throughs, increased profits, and improved ROI that would more than make up for the additional cost of delivery.

A marketer asks: Do you have any words of wisdom to help us get off Hotmail's spam list?

If your boss asked you to explain the difference between a rewards program and a loyalty program, how would you answer?

My, we've come a long way as e-mail marketers. Of all of the innovations, perhaps the most reflective has been the advent of user-level reporting, tracking e-mail metrics back to individual addresses and profiles. We've come a long way. So why do we still look at unsubscribes the way we did 10 years ago?

Last night, as I was watching the Spike Lee documentary on Hurricane Katrina and its effects on New Orleans, I began wondering how many people had invoked the name Katrina in their e-mail marketing messages over the last year. The answer is: a lot.

Dear E-mail Diva:We are currently in the process of revamping our e-mail subscription sign-up page, and I wondered if you had any recommendations for companies/Web sites with good Preference Management Centers.