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August 8, 2013

Marketo delivers ‘The Definitive Guide to Engaging Email Marketing’

eBook teaches companies how to improve their email.

By Ben Sullivan

Cloud-based marketing software platform Marketo has announced the online availability of its latest book in the Definitive Guide series: The Definitive Guide to Engaging Email Marketing.

The eBook contains 150 pages of guidance, email marketing research results, and real-world examples of successful email campaigns. Marketo described the guide is a "must read" for any company looking to make their email marketing more trusted, relevant, and conversational.

"I’ve heard a lot of people claim that email is dead, but it’s simply not true – there are more than 3.3 billion email accounts in the world and 58% of adult Americans check email first thing in the morning," said DJ Waldow, founder and CEO of Waldow Social and co-author of the Guide.

"What has changed is that it now takes new, more engaging tactics and technology to get your emails noticed. The Definitive Guide to Engaging Email Marketing is the essential handbook on how to become a consistent and welcome presence in the inbox of your prospects and customers."

The Definitive Guide to Engaging Email Marketing teaches marketers how to ensure that the emails they are sending adhere to the five key attributes of engaging email: trust-worthy; always relevant; conversational; coordinated across channels, and strategic.

The Guide also covers the latest research and provides advice across a variety of email topics, including writing subject lines, designing emails for mobile, building and managing lists, avoiding spam filters, integrating email and social, and more.

"Not all email is created equal. Consumers have learned to filter out the noise, and marketers need to do better if they want to stand out," said Jon Miller, VP of marketing at Marketo and co-author of the Guide.

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"Yesterday’s campaigns and tools don’t cut it anymore. We wrote this guide to show marketers how to step-up to new techniques such as behavioral targeting, multi-step conversations, and email campaigns that are part of a coordinated multi-channel experience."

The Definitive Guide to Engaging Email Marketing has already received reviews from the industry:

"Although this book is a tremendous introduction to the ever-changing email landscape, it could be an even more valuable resource for experienced marketers in a new era where success depends on building real relationships," said Matt Blumberg, chairman and CEO of Return Path.

The eBook is released amongst news that the percentage of spam in global email traffic has increased in Q2.

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