Email Marketing Best Practices

When email first emerged as a marketing vehicle during the 1990s, marketers sent batches of emails in a spray-and-pray or one-off blast fashion with little segmentation. Since then, the email delivery mechanism has changed significantly. Dynamic email content can be aligned to buyer roles, stages, preferences, behaviors, and device types — and emails are no longer a standalone delivery mechanism but can be integrated into a broader, multichannel approach with sophisticated preference management and testing. In this report, we discuss the rapidly changing landscape of email marketing and present five sets of best practices to help marketers adjust.