A multichannel customer is worth more to a brand than a single channel customer. Multichannel sales offer an opportunity to create a mutually beneficial relationship with customers, where they can use each channel as appropriate for them and the company can optimize its bottom line. The key is to understand behavior and what model makes the most sense for both parties.

E-commerce firm Golfballs.com has found that social media and e-mail marketing go hand-in-hand, and is using both in its latest version of the "Coolest pair on the planet" campaign.

E-mail marketer Silverpop is expanding into Australia and New Zealand. The company has partnered with digital and CRM agency Engage Digital, which will be the authorized reseller of the Silverpop e-mail products.

Deliverability is a key issue for e-mail marketers. No matter how good your creative is or how relevant the content, if your e-mail does not get delivered, it might as well not exist.

Social media is all the rage, both as a tool and as a phenomenon. Within some companies, entire teams have been created to devote their time to feeding these burgeoning, always hungry social media platforms.Feeding the social machine comes in many forms. In the world of e-mail marketing, e-mail service providers (ESPs) are introducing the integration of social media into their platforms.

For The Daily Tube, an online video aggregation site, e-mail subscribers are the most loyal audience and have helped drive traffic on the site.

With all the media channels available to communicate with your audience, it's no wonder that the various media — online, offline, mobile, Web site, content management, etc. — seem on a collision course for integration.

The economic environment is still stormy, but retailers are starting
to test the waters with new demand-generating strategies.

Naturally Fresh, a manufacturer of salad dressings and sauces, has selected BrightWave Marketing as its first e-mail marketing agency of record. BrightWave will begin by building a customer newsletter preference center. In addition, the two firms will collaborate to develop e-mail communications. The idea is to increase brand awareness.

HeyButler.com, a search engine specializing in retail discounts, has selected e-mail marketing services firm Knotice to run its e-mail marketing.