Chris Masagatani, director, NY for e-mail agency eROI, discusses how his firm worked with CBSsports.com to revamp the latter'sfantasy sports newsletter.

Sears abandons 'batch and blast' e-mail strategy to improve both revenue and customer loyalty

While times are tight for marketers and consumers alike, now is as good a time as ever to use e-mail marketing. E-mail is cheap, measurable and affords marketers the ability to test, target and measure in ways that more traditional channels such as direct mail and print cannot. Companies looking to weather these tough times should take advantage of the channel and refine their e-mail programs.

The viral forward-to-a-friend tactic might be a quick way to build up a list, but others argue the process falls short. Are these referral marketing campaigns effective? Our experts weigh in

Marketers must make every e-mail count in a down economy, say experts. But what does it take for messages to reach their target? Four industry pros zero in on the best tactics.

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.