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Marketers should view e-mail marketing as a valuable channel that can help build a long-term relationship with a brand-loyal customer.

Get more out of your marketing dollars with these tips to help you integrate online display advertising and e-mail marketing campaigns

The first decision a prospect makes when looking at an e-mail is whether to delete it. This is where the "From" name comes in.

During the holidays you will be sending emails regularly. If not, you should.

Most people don't like spam. And a lot of spam contains "$$$" somewhere in the subject or the body.

If I get a bulk email, it feels much less bulky if it greets me with my name. I feel more like myself, less like a number — and I'm more likely to read the message, maybe risk a click or two.

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