Handy hints for managing email marketing campaigns

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To manage an email campaign effectively one has to be familiar with the requirements of a number of different fields including graphic design, web programming, copywriting, database management, and statistical analysis. Whether you're handling all the duties yourself or managing an in-house or outsourced team, here are some useful bits of hard-earned advice about what to do behind the scenes before and after your email marketing campaign.

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Don't let those newsletter dates slip

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Whenever we sit down with a client to plan a customer-contact campaign like an email newsletter to the client's database our campaigns are based around contact at three-monthly intervals. That frequency isn't chosen at random: 90 days is the magic number, and this is something backed up by decades of marketing research across a range of industries.

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The power of human faces in email marketing

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The key to a good website, a good blog post, or a good email newsletter is having good content. The most important thing is to have something worth reading. But your content won't get read unless the document captures the reader's attention. How do you ensure your document gets and holds the reader's attention so he or she will actually notice the good content?

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Change to CSS support (or lack) in Gmail

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A short and esoteric update for those of you coding your own email templates:

Gmail (and thus also Google Apps) has long frustrated email marketers with its lack of support for internal or external stylesheets, instead requiring inline CSS.

This behaviour seems to have changed slightly, with Gmail now requiring more explicit inline styles. If you're interested in this sort of thing, read on for details!

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