Once you've decided to integrate email marketing into your overall advertising campaign, you certainly want to get your money's worth. While it's tempting to buy email lists to supplement the list you're generating from your opt-in collection efforts, bear in mind that doing so may blow your deliverability rates all to smithereens, making future campaigns more difficult. Success in delivering email content is no guarantee that your emails will land in your recipients' inbox.

Why? What's the difference between delivery and deliverability and why should you care all that much? 

Email marketing, unlike other functions, makes mistakes virtually impossible to hide. When you send an email, any error made is seen by every customer that opens the emails. As email marketers, it is important to follow a checklist that ensures the final draft is free from all errors and that everything you wanted to include is included. The following tips will help to ensure that you are sending an error-free email each and every time.

Crafting an enticing email subject line can be a challenge. The wrong subject line could have your potential audience clicking the "spam" button and sending your carefully worded masterpiece into the "never seen" bucket. If enough people do that, all your outgoing emails could be added to the dreaded ISP blacklist, which significantly impacts your ability to reach out to your audience. Avoiding the following terrible email subject lines should get you headed in the right direction. 

The average email user is exposed to hundreds of emails every day. Many users have become very selective about opening emails and are good at sensing when an email is just trying to sell to them.

An email subject line is much like a news headline. Readers scan headlines and subject lines to determine if the rest of the article or email is worth reading. So how can you create subject lines that will capture readers' attention? Take a look at these 10 best subject lines and start implementing them in your email marketing campaigns to get your emails opened.

According to DMA  "Email marketing has an ROI of 3800%" and according to McKinsey, “40 times more effective at acquiring new customers than Facebook or Twitter”. Creating great messages quickly, easily, and device responsive is extremely important in reaching these statistics. So how do you accomplish these results?

G2 Crowd Awards ExpressPigeon in Email Marketing: Best of Breed Category ExpressPigeon gets High Performer recognition again by G2 Crowd's 

The Grid℠, which is a proprietary software recommendation engine. This award is given for products that are rated highly by their users but have not yet achieved the market share and scale of the vendors in the Leader category.

For the past two years, we've been talking about the importance of personalization in your marketing techniques.

The question remains, why isn't everyone onboard?

Marketing is always changing and adjusting so it is important to stay informed about the trends. Personalization has become extremely important in marketing. Weather that means making sure you are addressing your prospects by name or customizing your email messages/content to touch each individual person’s needs. There are so many opportunities to personalize your marketing but I think it overwhelms some marketers and that is why not everyone is focusing on it, even after discussing it for over 2 years.

Someone in your audience is probably checking her email as we speak. You only have seconds to grab her attention with an engaging email subject line.

The headlines of email marketing play an important role in whether or not your emails get opened. According to the latest email marketing statistics…

Nearly one third of email recipients open email based on subject line alone. tweet this

I'm not discounting the importance of sending email that your audience actually wants. Without great content, your subject line becomes useless.

Spam filters are often overlooked, undervalued programs working hard to make us happier and more productive. They keep our inboxes clean and we barely ever notice them. But like all things designed by humans, spam filters are not perfect. The reason we love them as subscribers is the same reason we hate them as senders; they are very protective of the inbox. And for all of the good they do, we usually only notice them when they block our email campaigns. It's painful to see our hard work end up in the spam folder. We all want our email to get delivered. To get past spam filters you must first understand what they do.

Social media is a hot topic these days but business owners would be crazy to overlook the power of email marketing. With an ROI over 4,000% and the biggest marketers in the game calling it critical to content marketing, email is truly king. ExpressPigeon President Igor Polevoy knows this well. To constantly improve the ExpressPigeon email software and keep us updated on important email issues, Igor lives deep in the mysterious land of email. And lucky for us, he occasionally does interviews. ;) Igor aired his thoughts on Media Shower last week, covering topics...