I enjoyed reading this timely article on eMarketer; being smarter with the tools you have  is all you need to do a better job than the next guy.   And your customers will notice who’s doing a better job from what they see slip into the inbox, so we’ve built all these features into our newest version of SmartMail – Smartmail Pro.

As I’ve said recently, Email marketing is getting smarter.  We’re seeing an increasing number of clients looking to grow additional revenue streams to counter fall off as their customers change habits.  Planning List Acquisition programs is important to ensure that the quantity and quality of your databases improve.  Offering options is a wise move too, and so Preference Centres rather than all or nothing opt in / opt out mechanisms are becoming the rule.

Sticking to the tried and true is less of a workable option when your business demands ROI from each strategy and campaign, and ‘branding’ on its own is not enough.  Extending the reach of your emails is easy using existing technology like your website, customised landing pages, share to social links, and you can measure all this with click tracking through to conversion (using Google Analytics for example).