In e-mail marketing, reputation is everything. Users are able to make a decision about your e-mail without even opening it — if they don't like what they see in the "Subject" or "From" lines, the delete key is never far away. Marketers also must contend with the negative connotation of "spam" — consumers apply the term to any unwanted e-mails, even if they are legitimate marketing messages to which recipients have opted in. To top it off, ISPs — always looking to streamline their networks and respond to customers' frustrations — create their own barriers. Our experts examine the ways in which e-mail marketers can manage their reputation.

DMNews speaks with Peter Kosciewicz, CMO of The Eastwood Company, about the company booted its e-mail program. Q: What had made The Eastwood Company's customer e-mail pro­gram unique, and what changes did you decide to make?

One of the strongest advantages of e-mail is its ability to segment. DMNews discovers how the NFL uses e-mail to reach millions of devoted fans.

Growing an e-mail list is no easy task - marketers must not only be patient, but also adhere to increasingly-stringent opt-in and opt-out laws. Despite privacy concerns, building an e-mail list organically allows marketers to track customer behavior as well as target customers based on buying habits. DMNews asked two experts for their two cents on how to care for your growing house file and encourage those all-important opt-ins.

Marketing e-mail through mobile devices can be a challenge for marketers, who may not yet be comfortable developing messages for the third screen. Four experts offer their tips.

These days, mailing "clean" - that is, ensuring that data, such as opt-outs, are up to date - is essential. Four experts share tips on how to keep your lists as spic-and-span as possible.

Whether due to shopping cart abandonment or simple disengagement, remarketing e-mail messages can help draw customers back to your Web site. Four experts offer strategies.

Working to improve your subject lines - and your test results - is an important ongoing task for e-mail marketers, say experts. Five industry pros share their top tips.

High-end American bicycle manufacturer Trek Bicycle Corporation recently ran an e-mail campaign promoting the company's updated Madone brand bike. DMNews' Kevin McKeefery gets the lowdown from Casey Kohner, e-commerce manager at Trek Bicycle, and DJ Waldow, e-mail marketing account manager at e-mail marketing firm Bronto Software about the campaign's success, the unique e-mail campaign structure Trek has built with its retailers, and the working relationship between Trek and Bronto.

E-mail isn't just about offering discounts. Dianna Dilworth reports how one retailer uses e-mail as part of its brand experience.