Essential Guide to E-mail Marketing Editor's note

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Today's e-mail marketers face a variety of technical decisions and creative challenges — deliverability, measurement, rendering and social network or mobile integration, to name a few. In this Guide, you'll find answers to many fundamental and high-level implementation questions.

But even more central is an underlying theme that runs throughout the Guide, best articulated by ExactTarget's Chip House. He says, “E-mail lists are people.”

Bring that crucial phrase to your next e-mail strategy meeting.

By now, the shift from consumer as ad-absorbing sponge to consumer as demanding participant has touched every marketing medium.

Yet, it is perhaps still most salient in the e-mail inbox. This is a place most users go every day for personal tasks — inbox success is the ultimate invite.

Marketers must move beyond mastering the technical elements of the channel. When crafting the messaging and strategy, it's of course about reputation and relevance, but the most important “R” in upcoming campaigns will be relationships that are built from consistent, respectful, engaging and reliable messaging.

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