Email marketing experience is a vital requirement for a successful career in digital marketing, in my opinion. You learn to fail, you learn to test, you learn how to prioritize and, most importantly, you learn that iteration is what moves the needle. You also learn to do it all: copy, creative, HTML, landing pages, program management, project management, communication planning, etc. Some of the best marketers I know began in email marketing and CRM. It's a vital discipline. ...
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Beyond Mobile First: Think ‘Multiscreen’
January 4, 2013
Recently it seems as if mobile email has become the No. 1 discussion topic among digital marketers. What's the impact? How do you give subscribers the best email experience in order to get the highest engagement and conversion rates? How important is mobile optimization, anyway? Much of this conversation centers on the on-screen experience: What's the best way to design an email so it renders well and drives opens and clicks (that lead to conversions and other desired goals) on the tiny screen of a smartphone as well as the standard desktop version?
6 Email Marketing Predictions for 2013
January 2, 2013
Any time I read an article that refers to email as "old," I can't help but snicker inside. Email has changed dramatically since its "You've got mail" days, and changes incrementally from year to year. Here are some of the changes I see in store for email marketers this year: