Kara Trivunovic

Heather Fletcher is senior content editor with Target Marketing.

Direct marketers may think they've heard it all and know it all about getting in the inbox. But that knowledge of email deliverability is so last month. Now it's about staying in the inbox. With email service providers (ESPs) paying close attention to whether recipients actually want the messages they're getting, marketers have to step up engagement and reputation in order for deliverability to remain high.

Increasing email marketing subscriber engagement by leveraging cross-channel customer data, event-triggered lifecycle marketing programs and social media integration were key themes from an April 2011 Direct Marketing News Email Marketing Strategy Roundtable that was sponsored by StrongMail, a leading provider of online marketing solutions for email marketing and social media. Conducted at Direct Marketing News' New York office on April 7, 2011, the roundtable featured senior email marketing executives from such notable brands as Denihan Hospitality Group, Eastern University, Healthy Directions, National Hockey League, OgilvyOne and Scripps Networks.

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