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Your monthly dose of email marketing advice, best practice and comment.

This month: getting the right message across, segmentation to improve sales,
the importance of semantics, writing for success and who's winning the spam war?

Putting one email under the microscope

Focusing readers' attention

GIA London's regular eshot aims to promote their lab classes and seminars on diamond grading and gem identification, but are they getting their message across?

Andrew Seel, Managing Director of integrated web marketing agency Qube, looks at how to focus readers' attention and engage their interest.

Fresh thinking around e-marketing

Segmenting data to produce sales

For international budget accommodation and entertainment group Interpub, successful online customer relationship management is essential to gaining and retaining business.

For maximum return in a transient market, Interpub needed the flexibility to choose which sections of their customer base to focus their marketing resources on and were on the lookout for an email marketing toolkit to do the leg work for them.

		Paying attention to semantics What is semantics XHTML mark up and why should you care? Andy Parker, Web Producer at Pure looks the art of structuring web documents effectively and some of the very real pitfalls of overlooking this key element of any online content.

		Writing to win business! Writing winning sales copy can be an art form at the best of times but how do you compact your message into email format? Copywriter Bev Osborne, founder of Creative Copy has some tricks up her sleeve to help you get your point across and reap the rewards.

The epic battle between spammers and spam filters has been raging since the invention of email - but who's winning?

We look at the cold, hard facts and where this ongoing struggle leaves legitimate e-marketers.

Each month reader Q&A gives you the chance to ask and answer key questions about email marketing best practice.

Q. What counts as an open? For example, if someone reads an email in their preview pane and then clicks through on a link, will this still count?

Lara, Hammersmith

Do you know the answer? Can you debunk how email clients decide whether a message has been opened or not?

If you've got examples and advice to share, send them to us at – answers@emailmarketingmanual.com and we'll publish them in next month’s issue.

Alternatively, if you have a question that you need answering, send it to – questions@emailmarketingmanual.com

Last month Brain from Cheltenham asked: How can I make more of the footer space in my emails?’

Here's what one reader had to say. To read it in full, check out our q&a page:

'I think this space is sometimes underrated in emails. I've seen some emails which just have a sign off from someone of importance in the company and then the usual company jargon and unsubscribe link! Don’t waste your space. The footer of an email can be...'

>read more

Keith, Bristol

Email Marketing In-House Training by Academy Internet

With the latest theory in successful email marketing, real life best practice examples, hands-on interactive exercises and a free trial of the Pure email marketing toolset, this course will give you the confidence to build successful email campaigns into your marketing strategy.

Email training@emailmarketingmanual.com to request more information

Academy Internet is a rapidly growing e-learning and internet marketing consultancy which delivers measurable results for customers with training, e-learning and internet marketing projects.

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Email Marketing Manual is the newsletter of Pure (pure360.com).
Pure is a member of the Direct Marketing Association. As a member of the DMA we abide by the Direct Marketing Code of Practice.
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