Sure, spam volume is higher than ever. Open rates are lower. But email is still a highly effective way of reaching customers and prospects when you use it correctly. That means using only permission marketing techniques and providing highly relevant content.

To close out Shameless Promotion Month, here's a round-up of articles I recently wrote for Staples and Lionbrdige about how to use email marketing to promote your business.

For Staples, I interviewed email experts from Emma and a few marketing pros to get their insights and actionable tips for making email marketing more effective.

Email Is Still Relevant! Are You Getting the Most from Your Email Marketing? In an era of mobile this and social media that, it’s easy to think that email — the original online marketing channel — is becoming ineffective. But giving the inbox short shrift is short sighted. After all, approximately 182 billion emails are sent every day, according to The Radicati Group. Clearly, your customers spend tons of time reading their email, so it only makes sense to put your message where their eyes already are. That’s why, in a June 2014 poll by Internet Retailer, almost 40 percent of respondents said email marketing was their most important investment. Even more compelling: 90 percent indicated that email produces “a positive return” on investment. Learn the key considerations for getting the most from small business email marketing.

Beyond Promotions: 7 Email Marketing Tips & Techniques That Build Business. Email is a reliable marketing channel, but your communications can get stale very quickly if you’re only sending the same kinds of promotional messages over and over. Customers will become trained to overlook your emails if they know they’re just going to contain another 20 percent off or buy-one-get-one-free offer, and not much else. On the other hand, if you send an email newsletter that includes engaging content, your customers will be more likely to open and click — and buy. And the good news is that creating a unique email marketing message doesn’t have to be a time-consuming process. Here are seven ideas for different types of email marketing techniques.

The Lionbridge content is for marketing pros with international responsibility and does a deep dive into centralizing global email marketing operations. I talked with Jordie van Rijn of Email Monday and Amit Awasthi, Lionbridge’s vice president and global head of marketing technology:

It's Time to Centralize Global Email Marketing Operations. The pace of business is only getting faster. And the need for results is only getting bigger. How can you respond to market and business demands with effective global email marketing initiatives? Most CMOs are moving toward centralized operations. According to the 2014 Lionbridge Global Email Survey, 64 percent of global marketing operations are based at corporate headquarters.

Use these articles to improve your email marketing performance.





How to increase revelance & trust of online content

September 15, 2014

By now, we all know that relevance is a huge driver of content's effectiveness. After all, if what you're putting out there--regardless of channel--isn't relevant to your intended audience, it's not going to get their attention. But that's not enough. To act on the information, we need to trust it. There are lots of ways [...]

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An Open Letter to Roger Goodell

September 12, 2014

I don't just teach advocacy, I do it. Read my open letter to the NFL commissioner and advocating for a change in League policy and positioning.

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Are you tanking strategy with leaps of logic?

September 9, 2014

Improve your strategic thinking by checking off your logic. A guest post from the Balanced Scorecard Institute.

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9 tips for Shameless Promotion Month

September 2, 2014

9 easy-to-implement tips and strategies for promoting yourself and your business.

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Content Strategy Tip: Resurfacing

August 25, 2014

Want to extend the value of your content marketing? Try resurfacing. Here's how.

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Better headlines: 4 examples

August 18, 2014

Write better heads now! 4 examples of headline styles you can use as models for your own.

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Tips for better trade show ROI

August 14, 2014

Learn how to get more from your trade show experience with these tips.

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How to use social media for PR

August 11, 2014

How to know where to spend your social media time and energy.

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3 tips for more compelling content

July 14, 2014

3 tricks to creating content that engages the audience and incites action.

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