Click through rate (CTR) and Click to open rate (CTOR) are often confused and sometimes miscalculated, even by seasoned marketing executives. When two managers think they are talking the same formula, but one is thinking CTR and the other is looking at CTOR, there’s a great difference in the figures.  If you’re benchmarking your program performance against industry rates and use the wrong figure, you run the risk of greatly overstating or understating your marketing metrics.

Is using video in email right for you? There's a bit of buzz that you can now embed videos inside your emails. That buzz may be driven partially by software marketers who promote that they can offer video in email for a price.

The real story is you don't need special software to put video in email, you can do it with html5 coding.  Campaign Monitor reports video in email can increase click through up to 50 percent.

So why isn't video in email prevalent?  It's because some of the largest email programs and electronic devices, like Gmail and Android, do not support video within email.  So if you do the code work and put a video in your email...a lot of your list won't ever see it.

Find out when you should and when you shouldn't try embedded video and what makes a good compromise. 

Black Friday and Cyber Monday are important shopping days for people and businesses alike. Many companies start thinking about their big online offers for Thanksgiving week in late October, or even into November. Here’s why you want to be planning those special holiday deals in August and early September.

Modern email offers so many opportunities to connect with your company’s contacts beyond the standard broadcast email. One of the best ways a business to business company can leverage email is by creating an automated email funnel for some of your front-end communications prospect leads.

There are 3 key steps to building your lead funnel communications.

In the shadow of e-commerce giant Amazon’s big marketing push for Prime Day, now is a good time to take a look at some of what Amazon gets so right about email. These ideas seem obvious, but many businesses shy away from or hesitate to implement them.

Are you doing these 10 things? Do you shy away from #2 or #4, like many companies? Are you stuck and unsure how to make the jump on #5 or #3?

Amazon figures out what works, then jumps in with both feet. Read our Top 10 lessons you can learn from their example.