2007 E-Mail Marketer Insight Guide

2007 E-Mail Marketer Insight Guide, BtoB magazine Special Issue, is now available. Free download, pdf format.

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EDITOR'S NOTE: Stretching the limits of a mature medium

Electronic mail remains a major component of every marketer's strategy. Say what you will about the potential of new-fangled channels such as video, social media and virtual worlds, e-mail marketing isn't going away. Far from it. While improved filters have helped clear my in-box of unexpected, unnecessary, unwelcome spam, I now confront a thornier problem: picking among the dozens of targeted and relevant messages I receive every day.

Executives I speak with these days are talking less about spam and more about the sheer volume of legitimate messages they receive. My sense is that businesses with our e-mail addresses are getting a bit smarter about the format and frequency of the messages they send us. I suspect this improvement is tied to improved backend CRM and campaign management systems that are, finally, less and less likely to carpet-bomb the entire e-mail list every time there's a new product or service offering.

That's not to say your e-mail campaigns can't be tweaked and improved. That is the goal of our 2007 "E-mail Marketing Insight Guide." Just like our inaugural guide last year, we have the following six sections: Strategy, List Management, Analytics, Deliverability, Integration and Creative. Many of these sections contain vendor lists.

This year, we also added a Multimedia section to cover embedded audio and video. Interestingly, our coverage in this new section (p. 32) uncovers the inconvenient truth that pushing the e-mail envelope with multimedia may have as many disadvantages as advantages...

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PDF format, 11MB, 37Pages.

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