As a daily email marketer who frequently designs, programs and sends email marketing campaigns, Outlook 2007’s apparent step in the wrong direction had me pretty up in arms for many reasons. As a recap for my initial post, Outlook looks set to take a few steps back down the evolutionary staircase and use Microsoft Word as its HTML email-rendering engine. Not IE7. Not IE6 even. But Word. What does this mean? That campaigns that look great now in our inboxes won’t look good come February to those running Outlook 2007.
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From Onedegree.ca :
Microsoft’s latest decision has the email marketing industry foaming at the mouth.
Outlook up until now has used the Internet Explorer engine to render HTML within email. But next month, when Outlook 2007 is released, IE rendering will be gone to be replaced by ….
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From Bizreport.com:
More marketers are turning to the Internet to make a buck. According to a new study, 94% of marketers who said they will decrease offline ads in 2007 said they will increase online advertising. And if you thought email was dead, think again. More than half of the respondents said email was at the top of the list.
In October Alterian , a marketing software provider, polled 500 online marketers, ad agencies and service providers. 81% of respondents said they would increase email spending, 50% will increase direct marketing and 45% will increase spending on their landing pages.
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If you’re an email marketer based in the UK, take note.
As of January 1st, all UK-based email marketers are required to comply with new legislation that insists every company include specific regulatory information on their websites, business emails, and outbound email marketing campaigns.
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So what IS rich media email?
Rich email is, frankly, something that never quite got off the ground. With the boom of Flash 5 years ago, people couldn’t wait to merge the cheap, easy and effective pros of email and email marketing with the new media that was Flash. The thinking was that response rates would go through the roof if emails could display immersive and interactive creative that engaged the viewer in ways static HTML couldn’t. The excitement was there, but the unfortunately the tech wasn’t.
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I’ve just returned from the WOMMA summit in Washington D.C, and let’s just say it inspired me. A lot. So much so that whilst sitting in Reagan airport waiting for my flight back to Montreal, I couldn’t help but start to type like a maniac about what everything I took in.
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So, here’s what happened:
Email intended for 5 contacts instead sent to entire db of 50,000 contacts. Backlash was instant, and situation escalated. Customers and recipients irate, action stations taken to minimize customer unsubscriptions and service cancellations.
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Last week was hell. At my work I’m responsible for the design, implementation, testing and sending of all email marketing communications sent to customers and prospects. Although the average size of send is small due to list segmentation and targeting, a send can range anywhere from 10 to 100,000 contacts. As I’ve already sent dozens of email blasts and communications in the past, that day last week was was no different - except that I was clearly overtired, overworked, had my mind elsewhere, and quite frankly a bit bored.
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