What is it that makes an email marketing campaign effective? We know from traditional direct mail that targeting is supposed to be everything… you send your brochures, letters or vouchers to the right people and there’s a good chance they’ll open it – they might even give you a call or visit your store. But email is an entirely different beast and for the recipient it’s far easier to bin than a piece of direct mail. So to coincide with the IAB/ DMA debate entitled ‘is email marketing a science, or an art?’ we have asked leading email marketing figures the question, "what constitutes successful email marketing?"

Emails are easy to send, but a great deal harder to get right. The DMA recently found that opt-out rates are far higher when you contact your customers (or potential customers) weekly. So surely it’s better to hit them with a more appropriate email less often instead of bombarding them with special offers and your latest trivial company news. What the recent Kate Moss starring Agent Provocateur campaign has proved is that an excellent online marketing campaign, regardless of format, can achieve longevity and live on far past its execution.

Target the right people and you may get that 9% average click-through (DMA2006), but only through providing the right creative content will you be able guarantee that extra level of response. It sounds obvious to say, but those who treat email marketing with the attention it deserves are finding their customers are doing the same.

This collection of essays (available to download at the bottom of the page) is intended to provide all the essential facts, figures and tips an email marketer needs, as well as hopefully provoke a bit of debate surrounding the art, or indeed science of using email as an effective communications tool. The essays look at subjects ranging from the importance of testing every aspect of a campaign, to ensuring you are sending your campaigns to the right people at the right time.

Once you’ve heard the ‘experts’ views why don’t you let us know your own stance on the subject? Join the discussion at the foot of this page and don’t forget to add an attention-grabbing subject line!

• Downloads Available

• IAB email marketing essays (727k)
  The 'experts'' guide to successful email marketing

If you would like a printed copy of the essays for your office please contact ben@iabuk.net