Supermarket Specials Email marketing meets integrated marketing.
Whilst I have been an Internet marketing 'evangelist' for some time, folks that know me will tell you I have never
seen it as a panacea for all marketing problems. This article -
Research Shows that Mail is Still the Best Way to Reach Consumers
- shows that good old fashioned post is preferred to email by many people.
This article - Email Creative Critical Analysis
- looks at the objectives of email campaigns, but from a design creative angle. One niggle is the author's use of the
phrase "in ascending order of nuance" when introducing his list of desirable elements. I'm not sure if he/she [Jamie?]
meant there to be a most important to least important grading to the list. As it is I have distinct views as to
which is the most important, but then I am looking at it from a business perspective rather than that of a creative. What
do you think is the most important?
To email marketers I think this one -
Relevance Remains a Challenge for E-Mail Marketers
- is a statement of the obvious, but it is nice to see stats to support supposition.
I have always maintained [and taught] that double opt-in is the way to go for legitimate email marketing, this article -
Why Aren't You Using Double Opt-In?
- explains why. This one -
email industry disagreements: where do you stand?
- considers the same subject as well as others related to it.
I'm not so taken with the philosophy of this article -
A Love/Hate Affair With E-Mail Marketing
- but I do like the list of things people might do with your email when they receive it.
Earning Our Keep -- From Opt-in to Unsubscribe
is - sadly - evidence of bad practice. Others can learn from it, however.
I've a number of comments on this article -
Line Length Matters
-  there are some good stats, but nothing groundbreaking,  it is an excellent example of how
'practitioner' research is every bit as good as, if not better than, similar stuff done in academia, and
 there is a link in the article to the full paper.
This article -
Half of Opt-Outs Are For Irrelevant Material
- gives an insight into the kind of emails marketers should [and shouldn't] be sending.
What is the best time/day to send an email is an important issue, this article -
Timing as Important as Message
- considers how long it takes for the receiver to open it, and so becomes part of the equation.