The end of 2011 is in sight, and a fresh year looms large. I've pulled five posts from over the last twelve months that highlight what is essential to an email marketing campaigns' success:

1. Streamline your process Online newsletters banish the long lead times of print publications. But you should take advantage of the approach print editors developed over the centuries to make your own regularly published email newsletter fairly pain free. (read the article)
2. Optimise engagement in your layout Is your email newsletter template reader friendly? Here's a 5-point checklist to use when reviewing your finished design, and include image tips. (read the article)
3. Think beyond the written word In today's online world, content is your digital currency. When your content gets shared you are reaching beyond the inbox. You are now reaching new readers - and possible subscribers. We live in a digital age and expect to select not only where we want to get content, but how we want to absorb it. When creating content, think beyond the written word.  While the 'traditional' written article still has a firm place in your online newsletter, you need to think about offering your content in other forms to increase your chances of engagement. (read the article)
4. The house list is at the core of your success  A recently published MarketingSherpa chart offer interesting insight into what your peers in the industry are saying about various aspects of their email marketing efforts. This new chart shows what B2B Marketers are finding to be most effective tactics: Emailing to house lists is by far the most commonly used email marketing tactic, as nearly ALL of the B2B organisations participating in this year’s study indicated that they currently practice it. Past surveys have indicated that marketing to house lists get the best results.  (read the article)
5. Use your metrics reports for business intelligence Marketers are beginning to look to click through rates as a more significant indicator of engagement than the 'open' rate. While the open rate on its own has never given the complete picture of engagement, it has up to now been the most popular benchmark of the success of a campaign. In the last several years, opens have become a less accurate measurement. If a reader opens the email, with images turned off, it doesn't get counted as an open. But it will register as an open if the recipient goes on to click on a link in the email - or turns on images. (read the article) 

If your challenge is to engage with internal audiences across your organisation - both locally and globablly - then you'll want to join me next Tuesday. I'll be leaving plenty of time for questions ...

What: Engaging internal audiences using email: 7 strategies that work
Time and Date: Tuesday, 11th October, 3pm BST
Duration: 45 minutes, including Q&A session

Register Now For Webinar

During this 45-minute webinar, denise cox, lead consultant at Newsweaver, will focus on how you can engage internal stakeholders with email using 7 strategies that work.

Why is email an essential tool for Internal Communications?

• Streamline communications
• Get the right information to the right employee at the right time
• Decrease print costs, drive traffic to the intranet
• Incorporate  two-way communications for editorial guidance
• Reach employees' inbox – desktop, laptop or smartphone

Yesterday attendees of my webcast "How to make email the centre of your social media strategy" (in partner with B2B marketing magazine in the UK) were asked to vote

"Do you use social media in your emails?"

The results?

52% Yes
48% No

Though social is a hot topic - it is still not a function that all marketers automatically include in their emails.

You could say - well of course people watching your webcast would answer along these lines! But the results were quite similar to the same question posed in our April 2011 Irish email marketing benchmark report: 51% Yes 49% No.

While the answers in yesterday's webcast pertained to B2B, the Insight Report included all sectors (copy of the 2011 report) - and it was still a similar result!

I think it reflects the fact that marketers are not rushing into social - they're still assessing which channels to choose, how to measure it - and how to integrate it into their other marketing efforts.

Watch the webcast: If you're in B2B marketing, I invite you to watch this webcast ("How to make email the centre of your social media strategy") now - or at your convenience. It's available free (after registration). It is 30 minutes of presentation and 30 minutes of Q&A.