Balancing need to send with need to suspend

A conundrum for e-mail marketers these days involves balancing two competing agendas: The desire to use e-mail, which remains a huge component of their online marketing strategies, and a wish to respect their customers and not exacerbate what has come to be called "e-mail fatigue."

As the lead story in this year's guide makes clear ("How to fight e-mail fatigue"), marketers that indiscriminately swamp their audiences with e-mail risk harming more than their open rates. These messages can prompt unsubscribes or, even worse, cause marketers to be added to personal or corporate spam lists.

How to analyze a campaign's performance and avoid mistakes with its e-mail element is a major theme in our 2008 "E-mail Marketer Insight Guide."

Inside you will find the following six sections: Strategy, List Management, Analytics, Deliverability, Integration and Multimedia. Many of these sections contain vendor lists as well as charts from research company eMarketer.

Despite all the sophistication and segmentation, the discussion of e-mail fatigue is never far away. ...

Visit E-Mail Markter Insight Guide Download Page

Read 2008 E-Mail Markter Insight Guide online, or you can download full publication in PDF format.

CASE STUDY
Ariba creates controls for who sends marketing e-mails when
Ariba needed a way to keep customers and prospects from receiving duplicate e-mails from within the organization. It also wanted to increase brand awareness, e-mail open rates and click-through rates, while improving the quality of leads it was sending to its sales force.
 
E-mail segmentation grows Sony's IT sales
When Sony Electronics decided in October 2005 to shift from a combination of direct and channel sales to channel only, it needed a way to get the word out to its resellers as well as boost their loyalty.

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