Aaron Smith

Heather Fletcher is senior content editor with Target Marketing.

Roseanne Roseannadanna perhaps says it best: "It just goes to show you, it's always something." Like the legendary character on NBC's "Saturday Night Live," e-mail marketers are accustomed to change. Most of it proves challenging, but some of it can be good. Two such developments appear to be coinciding. The new ubiquity of preview panes may help direct marketers retain customers, despite the looming deadline of altered algorithms that may keep senders of regularly unopened messages out of opt-in recipients' inboxes.

Sometimes context means everything. Especially when an e-mail contains "XXX." So while Super Bowl fans may have found messages from the National Football League innocuous, spam filters did not. The filters didn't bother to understand the concept of Roman numerals that counted out the games between 30 and 39. So e-mail experts did, and here they provide more tips for marketers in similar fixes.

Frequently, marketers find the perfect formula that piques a consumer's interest and makes her open an e-mail. Still, many messages flail and spin their way into the spam or trash folders, never to be viewed again—let alone opened, read and acted upon.

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