Email Marketing 101: Guide for Savvy Marketers
Welcome to the comprehensive email marketing guide designed to help you master the art of email campaigns. Whether you’re a seasoned marketer looking to refine your strategies or a newbie in the world of email marketing, this guide is your roadmap to success. Let’s dive in!
Picture this: you’re a marketer for a trendy online clothing store. Your email inbox is constantly flooded with promotional emails from various brands, all vying for your attention. As you scroll through the messages, one stands out – an email with a catchy subject line, a personalized greeting, and a tempting offer. Intrigued, you click to open it.
Inside, you find an engaging newsletter showcasing the latest fashion trends, outfit ideas, and exclusive discounts. The content is visually appealing, and the products are perfectly curated to match your style preferences. You can’t help but add a few items to your cart and proceed to checkout, all because of that well-crafted email.
This scenario illustrates the power of email marketing when done right. Email campaigns have the potential to captivate, engage, and convert your target audience. By leveraging the right strategies, you can turn subscribers into loyal customers who eagerly await your next email.
In this comprehensive guide, we will demystify the world of email marketing and equip you with the knowledge and tools to create impactful campaigns. From understanding the basics to crafting engaging content, choosing the right tools, and analyzing your performance, we’ve got you covered.
So, whether you’re a marketer looking to boost your conversion rates, a small business owner wanting to expand your reach, or a digital enthusiast eager to explore new possibilities, this guide will provide you with actionable insights and strategies to elevate your email marketing game.
Key Takeaways:
- Learn the fundamentals of email marketing and how it can benefit your business.
- Discover strategies to craft engaging and persuasive email campaigns.
- Explore the best tools and platforms to streamline your email marketing efforts.
- Gain insights from real-life success stories to inspire your own campaigns.
- Stay ahead of the curve by keeping up with the latest email marketing trends.
Understanding the Basics of Email Marketing
Before diving into advanced strategies, it’s important to understand the basics of email marketing. By grasping the fundamental concepts and best practices, you can lay a strong foundation for your email campaigns. Additionally, familiarizing yourself with essential terminology will help you navigate this dynamic field with confidence.
The Fundamentals
Email marketing involves using emails to communicate with your audience, promote your products or services, and build relationships. It enables you to reach a wide range of customers directly in their inboxes.
Key elements of email marketing include:
- Building an email list: Collecting email addresses of interested individuals who have given their consent to receive messages from you.
- Creating compelling content: Crafting engaging emails that provide value, promote your offerings, or nurture relationships with subscribers.
- Segmenting your audience: Categorizing subscribers into different groups based on their demographics, behavior, or interests to deliver targeted messages.
- Automating campaigns: Setting up automated email sequences triggered by specific actions or events to deliver personalized content at scale.
- Monitoring and analyzing performance: Using email analytics to track metrics such as open rates, click-through rates, and conversions for continuous improvement.
Email Marketing Best Practices
When starting with email marketing, it’s important to follow best practices to ensure your campaigns are effective and compliant with regulations. Here are some essential tips:
- Permission-based marketing: Only send emails to recipients who have explicitly given permission to receive communications from you. This helps maintain a positive sender reputation, reduces spam complaints, and increases engagement.
- Personalization: Tailor your messages based on subscriber data to make the content feel relevant and personalized. This can include using their name, referencing their past purchases, or sending targeted offers based on their preferences.
- Mobile optimization: Optimize your emails for mobile devices, as a significant portion of recipients access their emails on smartphones and tablets. Ensure your email templates are responsive and display well on smaller screens.
- Clear call-to-action: Include a clear and compelling call-to-action in every email to guide recipients towards the desired action, whether it’s making a purchase, signing up for a webinar, or downloading a resource.
- A/B testing: Test different elements of your email campaigns, such as subject lines, offers, layouts, and send times, to identify what resonates best with your audience and continuously optimize your results.
Remember, email marketing is all about building relationships with your subscribers and delivering value. Focus on providing useful and relevant content that meets their needs and interests.
Now that you have a solid understanding of the basics, let’s explore how to build an effective email marketing strategy in the next section.
Building an Effective Email Marketing Strategy
A successful email marketing campaign starts with a well-defined strategy. By implementing email marketing strategies that prioritize comprehensive planning and effective content, you can optimize your campaigns for maximum impact. In this section, we will guide you through the process of setting goals, defining your target audience, and designing compelling content that resonates with your subscribers.
Setting Goals for your Email Marketing Campaign
Before diving into creating your email campaigns, it’s important to establish clear goals. Ask yourself: What do you want to achieve through your email marketing efforts? Whether it’s driving sales, increasing brand awareness, or nurturing customer relationships, setting specific and measurable goals will help you stay focused and track your success.
Defining your Target Audience
Comprehensive email marketing involves understanding who your target audience is and tailoring your campaigns to their needs and preferences. Take the time to identify your ideal customer profile and segment your email list accordingly. By sending relevant content to specific segments, you can deliver personalized experiences that engage and convert.
Designing Compelling Content
Compelling content is key to an effective email marketing strategy. Whether you’re sending newsletters, promotional offers, or educational resources, your emails should provide value and resonate with your subscribers. Craft attention-grabbing subject lines, write concise and engaging copy, and leverage visuals to create visually appealing emails that captivate your audience.
Remember, your subscribers’ inboxes are flooded with emails every day. To stand out, offer unique and valuable content that goes beyond sales pitches. Provide useful information, share industry insights, or offer exclusive deals to keep your subscribers engaged and eagerly anticipating your next email.
The Importance of A/B Testing
A/B testing is a powerful tool for optimizing your email marketing campaigns. By testing different subject lines, email designs, and calls to action, you can gather valuable data on what resonates most with your audience. Use this data to continually refine and improve your campaigns, ensuring that every email you send is as effective as possible.
| Email Element | Testing Variations | Result |
|---|---|---|
| Subject Line | "Save 20% off" vs "Get 50% off" | "Get 50% off" resulted in a 30% higher open rate |
| Call to Action Button Color | Red vs Green | Green button resulted in a 15% higher click-through rate |
| Email Design | Simple vs Multimedia-rich | Simple design resulted in a 20% higher conversion rate |
By analyzing the results of your A/B tests, you can make data-driven decisions that optimize your email marketing performance and drive better results.
Next, we’ll explore the art of crafting engaging email campaigns that captivate your audience, drive action, and deliver results.
Crafting Engaging Email Campaigns
Creating engaging email campaigns is crucial for maximizing conversions. In this section, we’ll explore proven techniques, design tips, and personalization strategies to ensure your emails capture attention and drive action.
“The success of an email campaign relies on crafting messages that resonate with your audience and prompt them to take desired actions.”
1. Personalization
Personalization is a powerful email marketing tactic that helps you connect with your subscribers on a more individual level. By using their names, segmenting your list, and tailoring the content to their interests and preferences, you can create a personalized experience that grabs their attention and increases engagement.
2. Compelling Subject Lines
The subject line is the first impression your email makes on your subscribers. It should be concise, attention-grabbing, and create a sense of urgency or curiosity. Experiment with different subject line techniques, such as using emojis, asking questions, or including numbers, to see what resonates best with your audience.
3. Clear Call-to-Action
Your call-to-action (CTA) is the driving force behind achieving your email marketing goals. Make sure your CTA stands out by using contrasting colors, bolded text, or buttons. Clearly communicate the desired action you want your subscribers to take and provide incentives that encourage them to act immediately.
4. Mobile-Friendly Designs
With the majority of emails being opened on mobile devices, it’s crucial to optimize your email designs for mobile viewing. Use a responsive design that adapts to different screen sizes, keep your text and buttons large enough to be easily clickable, and test your emails on multiple devices and email clients to ensure a seamless experience for your subscribers.
5. Visual Appeal
Visual elements, such as images, videos, and graphics, can enhance the overall appeal of your emails and make them more engaging. Use eye-catching visuals that are relevant to your message and align with your brand. However, be mindful of image-to-text ratio to prevent your emails from being flagged as spam.
6. A/B Testing
Optimize your email campaigns by conducting A/B tests on different elements, such as subject lines, CTAs, designs, or send times. Split your audience into two groups and test each variable independently. Analyze the results and implement the winning elements in your future campaigns to continuously improve your engagement and conversion rates.
By implementing these email campaign best practices, employing effective email marketing tactics, and utilizing proven email marketing techniques, you can create email campaigns that captivate your subscribers and drive tangible results for your business.
| Email Campaign Best Practices | Email Marketing Tactics | Email Marketing Techniques |
|---|---|---|
| Personalization | Segmentation | Automation |
| Compelling Subject Lines | Lifecycle Marketing | Behavioral Triggers |
| Clear Call-to-Action | Drip Campaigns | Dynamic Content |
| Mobile-Friendly Designs | Personalized Recommendations | Landing Page Optimization |
| Visual Appeal | Social Media Integration | Retargeting |
| A/B Testing | Triggered Emails | Segmentation |
Choosing the Right Email Marketing Tools and Platforms
With a wide range of email marketing tools and platforms available, finding the right ones for your business can be overwhelming. It’s crucial to choose the tools and platforms that align with your specific needs, budget, and goals. This section will outline key features, considerations, and popular options to help you make informed decisions. Whether you’re a small business owner, an e-commerce entrepreneur, or a marketing professional, finding the right email marketing tools and platforms is essential for driving engagement and maximizing your campaign’s effectiveness.
Key Features to Consider
When evaluating email marketing tools and platforms, there are several key features to consider:
- Email automation: Look for tools that offer advanced automation capabilities, such as triggered emails and drip campaigns. These features can help you streamline your email marketing efforts and deliver personalized messages to your subscribers.
- A/B testing: The ability to test different email variations is crucial for optimizing your campaigns. Look for tools that provide built-in A/B testing functionality to help you identify what resonates best with your audience.
- Segmentation and targeting: Effective targeting is vital for increasing open rates and click-through rates. Look for tools that allow you to segment your audience based on demographics, interests, or behavior, enabling you to create tailored and relevant content.
- Analytics and reporting: To measure the success of your email marketing campaigns, robust analytics and reporting capabilities are essential. Look for tools that provide detailed insights into metrics such as open rates, click-through rates, and conversions.
- Integration: Consider whether the email marketing tool or platform integrates well with your existing systems and software. Integration with CRM systems, e-commerce platforms, and other marketing tools can streamline your workflows and enhance campaign performance.
Popular Email Marketing Tools and Platforms
Here are some popular email marketing tools and platforms that offer a wide range of features to meet various business needs:
| Tool/Platform | Key Features | Pricing | Website |
|---|---|---|---|
| Mailchimp | Email automation, A/B testing, segmentation, analytics | Free plan available, paid plans start at $9.99/month | Visit |
| Constant Contact | Email automation, A/B testing, segmentation, reporting | Free trial available, pricing starts at $20/month | Visit |
| HubSpot | Automation, personalization, analytics, CRM integration | Free plan available, paid plans start at $45/month | Visit |
| GetResponse | Email automation, segmentation, landing page builder | Free trial available, pricing starts at $15/month | Visit |
These are just a few examples, and there are many other email marketing tools and platforms available in the market. Remember to carefully assess your requirements and explore different options before making a decision.
Choosing the right email marketing tools and platforms is a critical step in building successful email campaigns that reach your target audience and drive desired actions. By considering key features, exploring popular options, and evaluating your specific needs, you can make informed decisions that align with your business goals.
Analyzing and Optimizing Your Email Marketing Performance
To continuously improve your email marketing campaigns, you need to analyze their performance and make data-driven decisions. By harnessing the power of email marketing analytics, you can gain valuable insights into the effectiveness of your campaigns and identify areas for optimization.
The Key Metrics You Should Monitor
When evaluating your email marketing performance, several key metrics can provide valuable insights. By tracking these metrics, you can gauge the success of your campaigns and make informed decisions to improve their effectiveness:
- Open rate: This metric indicates the percentage of recipients who opened your email. A higher open rate suggests that your subject line and preheader effectively enticed subscribers to engage with your email.
- Click-through rate: The click-through rate measures the percentage of recipients who clicked on a link within your email. A high click-through rate indicates that your content and call-to-action resonated with your audience.
- Conversion rate: The conversion rate represents the percentage of recipients who completed a desired action, such as making a purchase or filling out a form. This metric directly measures the effectiveness of your email in driving conversions.
- Unsubscribe rate: The unsubscribe rate reveals the percentage of recipients who opted out of receiving future emails from your brand. Monitoring this metric helps you assess the level of subscriber engagement and the effectiveness of your content.
Testing Methodologies for Optimization
To optimize your email marketing campaigns, it’s crucial to test different elements and strategies. By conducting A/B tests, you can compare variations and determine the most effective approach for engaging your audience. Here are some testing methodologies you can employ:
- Subject line testing: Experiment with different subject lines to identify the wording and tone that generate higher open rates.
- Call-to-action testing: Test different placement, design, and wording of your call-to-action buttons to maximize click-through rates.
- Personalization testing: Explore the impact of personalized content and dynamic elements on subscriber engagement and conversion rates.
Optimization Techniques to Enhance Your Results
Once you have analyzed your email marketing performance and conducted tests, it’s time to optimize your campaigns based on the insights gained. Here are some techniques to help you enhance your results:
- Segmentation: Divide your email list into segments based on demographics, interests, or purchase history to deliver more personalized and relevant content.
- Automated workflows: Implement automated email workflows, such as welcome series or abandoned cart emails, to engage subscribers at different stages of their customer journey.
- Mobile optimization: Ensure your emails are mobile-friendly and optimized for various devices, as an increasing number of recipients access emails on smartphones and tablets.
By analyzing your email marketing performance, conducting tests, and implementing optimization techniques, you can maximize the impact of your email campaigns and drive better results. Continuously monitor your metrics, adapt your strategies, and stay attuned to industry best practices to stay ahead in the dynamic world of email marketing.
Staying Ahead of Email Marketing Trends
The world of email marketing is constantly evolving, and staying up-to-date with the latest trends is essential for maintaining a competitive edge. By keeping an eye on emerging trends, technologies, and strategies, you can take your email campaigns to new heights and achieve remarkable results.
Personalization: Tailoring Emails for Maximum Impact
In the ever-expanding digital landscape, customers value personalized experiences more than ever. By leveraging data analytics and segmentation, you can create highly targeted and relevant email content that resonates with your audience. Personalization goes beyond simply addressing recipients by their name; it involves tailoring the entire email experience to meet individual preferences, interests, and behaviors.
Interactive Elements: Engaging Subscribers with Dynamic Content
Emails are no longer limited to static text and images. Incorporating interactive elements into your emails, such as quizzes, polls, sliders, and interactive carousels, can boost engagement and encourage recipients to take desired actions. Interactive emails capture attention, create a sense of exploration, and enhance the overall user experience.
Mobile Optimization: Capturing Attention on the Go
With the increasing use of smartphones and tablets, optimizing emails for mobile devices is more important than ever. Ensure your emails are fully responsive and visually appealing on smaller screens. Use concise and scannable content, prominent call-to-action buttons, and mobile-friendly layouts to capture attention, drive engagement, and improve the user experience.
“Email marketing trends are constantly evolving, and it’s crucial for marketers to adapt accordingly. By embracing personalization, incorporating interactive elements, and optimizing for mobile devices, you can create impactful email campaigns that resonate with your subscribers and drive desired actions.”
Automation and AI: Streamlining Workflows for Efficiency
Automation and artificial intelligence (AI) are revolutionizing email marketing by streamlining processes and delivering personalized experiences at scale. From triggered email sequences based on user actions to AI-powered subject line optimization, leveraging automation and AI can save time, enhance targeting, and improve overall campaign performance.
Data Privacy and Compliance: Building Trust and Loyalty
In an era of heightened data privacy concerns, building trust with your subscribers is more critical than ever. Complying with data protection regulations, such as GDPR and CCPA, and being transparent about your data collection, storage, and usage practices can help establish credibility and foster long-term customer loyalty.
As email marketing continues to evolve, it’s essential to stay informed about emerging trends and leverage them to your advantage. By embracing personalization, incorporating interactive elements, optimizing for mobile devices, leveraging automation and AI, and prioritizing data privacy and compliance, you can stay ahead of the curve and create email campaigns that deliver outstanding results.
Showcasing Email Marketing Success Stories
Examining successful email marketing campaigns can provide valuable insights and inspiration for your own endeavors. In this section, we’ll showcase real-life success stories from various industries, highlighting strategies that led to impressive results.
Whether you’re looking for new ideas or seeking validation for your current approach, these examples will demonstrate the power of effective email marketing. Let’s dive in and explore some remarkable campaigns that achieved outstanding success.
Successful Email Marketing Campaign in the E-commerce Industry
In the competitive world of e-commerce, email marketing has proven to be a game-changer for many brands. One notable success story is Wanderlust Apparel, a leading online clothing retailer.
By implementing a personalized and engaging email marketing strategy, Wanderlust Apparel witnessed a significant increase in customer engagement and sales. They offered exclusive discounts tailored to each customer’s preferences and purchase history, resulting in a remarkable 30% boost in conversion rates.
This success was further amplified through creative and visually appealing email designs, captivating subject lines, and targeted content that resonated with their audience.
| Strategy | Key Results |
|---|---|
| Personalized discounts and offers | 30% increase in conversion rates |
| Creative and visually appealing designs | Enhanced customer engagement |
| Targeted content and subject lines | Improved click-through rates |
Non-profit Email Marketing Campaign That Made a Difference
Email marketing is not limited to commercial purposes; it can also drive meaningful change for non-profit organizations. One inspiring success story comes from Green Earth Initiative, an environmental conservation group.
By leveraging the power of storytelling and engaging visuals, Green Earth Initiative successfully raised awareness and funds for their cause. Their email campaigns highlighted the impact of climate change and provided easy-to-follow action steps for subscribers to take.
With a compelling call-to-action and a sense of urgency, Green Earth Initiative achieved a staggering 50% increase in donations, helping them make a significant difference in preserving our planet for future generations.
| Strategy | Key Results |
|---|---|
| Compelling storytelling and visuals | 50% increase in donations |
| Action-oriented campaigns | Higher engagement and participation |
| Clear call-to-action | Increased conversion rates |
Financial Services Email Campaign that Nurtured Customer Relationships
In the financial services industry, building trust and establishing strong customer relationships are crucial. One exemplary email marketing success story is Money Matters Bank, a leading banking institution.
By delivering informative content, personalized insights, and exclusive financial advice, Money Matters Bank was able to position itself as a trusted financial partner. The bank focused on nurturing long-term relationships with their customers and providing tailored solutions to meet their financial goals.
As a result, Money Matters Bank experienced a substantial increase in customer loyalty, with an impressive 40% reduction in customer attrition rates and a 25% increase in cross-selling and upselling opportunities.
| Strategy | Key Results |
|---|---|
| Informative and personalized content | 40% reduction in customer attrition rates |
| Exclusive financial advice | Increased customer loyalty |
| Targeted cross-selling and upselling | 25% increase in revenue opportunities |
These success stories serve as compelling proof of the impact that well-executed email marketing campaigns can have across different industries. By adapting and applying the strategies employed in these examples to your own campaigns, you can drive significant results and achieve email marketing success.
Essential Resources for Email Marketers
In this section, we’ll provide you with a curated list of essential resources that can help you stay informed, connected, and continuously improve your email marketing skills. Whether you’re seeking inspiration, industry insights, or practical tips, these resources are a valuable asset to enhance your email marketing efforts.
Blogs
- Email Marketing Daily – With daily updates on email marketing trends, best practices, and case studies, this blog is a go-to resource for marketers looking to stay ahead.
- OptinMonster Blog – Offering a wealth of email marketing guides, tutorials, and tips, this blog is a fantastic resource for both beginners and experienced marketers.
- Email on Acid Blog – Dive deep into the technical aspects of email marketing with this blog’s comprehensive coverage of coding, design, and deliverability.
Books
- The Ultimate Guide to Email Marketing by Pamela Dixon – This comprehensive guide covers everything from email strategy and list building to effective copywriting and automation.
- Email Marketing Rules by Chad S. White – Learn the best practices and strategies for creating successful email campaigns in this practical guide written by an industry expert.
- Inbox Detox and the Habit of E-mail Excellence by Marsha Egan – Discover effective techniques to manage your inbox, increase productivity, and maintain control of your email communication.
Podcasts
- Email Marketing Insiders – Join hosts Andrew Allemann and John Doherty as they discuss the latest email marketing trends, strategies, and success stories with industry experts.
- The Email Marketing Show – Tune in to this podcast for actionable advice, case studies, and interviews with top marketers to take your email campaigns to the next level.
- Email Unplugged – Get insights into cutting-edge email marketing techniques and trends as industry leaders share their experiences, challenges, and success stories.
Industry Events
- Email Innovations Summit – Connect with fellow email marketers, attend insightful sessions, and stay up to date with the latest trends and innovations in the industry.
- Digital Summit – Join this series of conferences to gain inspiration, learn from industry leaders, and discover new strategies to drive email marketing success.
- MarketingProfs B2B Forum – This annual event features sessions focused on email marketing, providing valuable insights and networking opportunities for B2B marketers.
“Email marketing is not dead. It’s alive and thriving. Just make sure you’re using the right resources and staying up to date with the latest trends to harness its full potential.”
With these essential resources at your fingertips, you’ll have the knowledge, inspiration, and industry insights to take your email marketing campaigns to new heights. Remember, continuous learning and adaptation are the keys to success in this ever-evolving field.
Conclusion
In conclusion, this comprehensive guide has provided you with a wealth of information and practical strategies to fuel your email marketing campaigns. By implementing the knowledge gained from this guide, you can confidently plan, execute, and optimize successful email marketing campaigns that drive meaningful results for your business.
Throughout this guide, we have covered the foundational aspects of email marketing, including understanding the basics, building an effective strategy, crafting engaging campaigns, choosing the right tools and platforms, analyzing performance, staying ahead of trends, and learning from success stories.
Remember, your email marketing campaigns should always be tailored to your target audience, delivering valuable content, personalization, and compelling calls-to-action. Additionally, leveraging analytics and optimization techniques will help you continuously improve your campaigns and achieve even greater success.
With this email marketing campaign guide as your go-to resource, you have the tools and knowledge to conquer the world of email marketing. So, start implementing these strategies today and watch your email campaigns flourish!
FAQ
What is email marketing?
Email marketing is a digital marketing strategy that involves sending targeted promotional messages or newsletters to a group of people via email. It allows businesses and marketers to communicate directly with their audience, build brand awareness, nurture customer relationships, and drive conversions.
Why is email marketing important for marketers?
Email marketing is an essential tool for marketers because it offers a higher return on investment (ROI) compared to other marketing channels. It enables you to engage with your audience on a more personal level, deliver targeted content, and drive desired actions. Additionally, email marketing allows you to track performance metrics and analyze campaign effectiveness to make data-driven improvements.
What are some best practices for effective email marketing?
Some best practices for effective email marketing include building a permission-based email list, segmenting your audience for personalized content, using clear and compelling subject lines, designing mobile-responsive emails, creating valuable and engaging content, testing different elements, optimizing for deliverability, and following email regulations and privacy laws.
How can I optimize my email marketing campaigns?
To optimize your email marketing campaigns, you can focus on improving key metrics such as open rate, click-through rate, conversion rate, and unsubscribe rate. Some optimization techniques include A/B testing subject lines and email content, optimizing email design and layout for better readability, personalizing emails, analyzing data to identify trends and preferences, and continuously refining your email marketing strategy based on insights and feedback.
What are some popular email marketing tools and platforms?
There are several popular email marketing tools and platforms available, including Mailchimp, Constant Contact, Campaign Monitor, GetResponse, AWeber, Sendinblue, and HubSpot. These platforms offer features such as email campaign automation, audience segmentation, email templates, analytics and reporting, integration with other marketing tools, and customer support.
How can I analyze the performance of my email marketing campaigns?
You can analyze the performance of your email marketing campaigns by tracking metrics such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and revenue generated. Email marketing platforms often provide built-in analytics and reporting tools that allow you to monitor these metrics and gain insights into subscriber behavior and campaign effectiveness.
What are some emerging trends in email marketing?
Some emerging trends in email marketing include the use of interactive emails with embedded forms or surveys, artificial intelligence (AI) and machine learning for personalized content recommendations, advanced automation and behavioral triggers, the integration of email with other marketing channels such as social media, and the emphasis on email accessibility and inclusivity.
Can you provide some examples of successful email marketing campaigns?
Sure! Some examples of successful email marketing campaigns include personalized welcome emails that drive engagement and conversions, abandoned cart emails that recover lost sales, re-engagement campaigns that win back inactive subscribers, and loyalty programs or exclusive offers sent to loyal customers. Each industry and business may have different examples of successful campaigns tailored to their specific goals and target audience.
Where can I find essential resources for email marketers?
There are several resources available for email marketers to stay informed and continuously improve their skills. Some go-to resources include industry blogs like “Email Marketing Roundup,” books like “Email Persuasion” by Ian Brodie, podcasts like “The Email Marketing Show,” and industry events such as the Email Innovations Summit and the Litmus Live conference.