欧美邮件中的加入社交媒体（SNS）元素已经是非常普遍，从而这2个行业开始得到整合。从广告主使用Facebook得到粉丝的邮件信息进行促销，Exacttarget 收购SNS软件厂商，再到Omniture开始支持SNS监测，无一例外都预示着这个趋势。
欣喜的看到本土B2C网站开始尝试在邮件中加入SNS元素。
新蛋中国很早开始他们的尝试
邮件底部加入了分享按钮（注意这是分享，即是我们常说的转发或转贴）
京东的在头部
贝太厨房邮件中的”开心网按钮”是真正意思上的加入到粉丝团
麦包包跟进了！微博粉丝+转贴分享
邮件中的SNS分享，可以看作转发朋友的一种新应用。但是就目前而言，购物网站的转发功能，不管是网页分享还是邮件分享都不太常用，至少我是不太用的。大家有没有类似的统计呢？当然这和网民习惯有关系，5年以后可能是另一番景象了。
社交媒体正在使整个数字领域变得丰富多彩。有人说邮件营销是互联网最老的营销手法和工具，应该被唾弃，还有人说“邮件将死”，社交媒体才是未来。我相信在未来的相当长的时间里还会继续这样的辩论。
但是实际的情况而是，邮件还远远没有到苟延残喘的那一步，两者的互补在暗流中进行着。略略翻了下最近的新闻，太多的ESP巨头开始注意到社交媒体的力量。对，使用最直接拥抱方式—收购！
1. 2011年1月，著名的Emailvision收购社交媒体营销公司ObjectiveMarketer 2. 2011年2月，服务中小客户的Constant Contact宣布收购Bantam Live公司，作价1500万美金。 3. 2010年3月，巨头ExactTarget收购社交媒体营销公司CoTweet 4. 此外还有更早以前，2009年10月美国巨头Respsonsys收购知名的邮件创意营销公司Smith Harmon未来的ESP会慢慢在自己的产品里，包含更多的其他产品比方SMS，SNS，网站分析工具。这个趋势已经势不可挡了。
Smith-Harmon发布2010 邮件设计精选（23P-彩页，15M，PDF） 入选品牌：Adobe, Amazon, Ann Taylor, Banana Republic, Beach Park, Nike, Urban Outfitters and Uncommon Goods.
留下邮箱地址或者QQ，发给大家
邮件营销在中国一直致力于分享国内外优秀的邮件营销策略，技巧，案例。之前的很多文章，比方”推荐好友订阅邮件—SmartBargains案例一则” / “全美零售行业电子邮件退订研究” / 2010年北美在线零售邮件趋势“均来Chad White以及其团队，Chad White是著名邮件营销网站Retailemailblog.com的创始人，致力于研究北美零售企业的邮件营销策略和趋势,是本行业的先锋人物。
Chad现任职Responsys——北美多渠道营销巨头Responsys(NASDAQ: MKTG)，今年4月其在纳斯达克成功IPO。
感谢White先生百忙之中接受我的采访。
1. 能与读者分享下你的背景和工作经历吗？
我其实学新闻专业的。一开始在Condé Nast网站工作了几年，研究零售商如何运用当时的IT技术，之后加入道琼斯负责面向在线零售商的Newsletter项目，通过注册订阅在线零售公司的邮件，了解到很多关于网站改版以及提高网站效能等方面信息。
Retail Email Blog一直独立营运着，我也在Email Experience Council早期工作了一段时间。一年后EEC被DMA收购，随后加盟的Smith-Harmon也在去年被到Responsys买下。Retail Email Blog这个网站已经运作了5年了，超过2000个帖子，并发布了很多业内报告和最佳实践。我很幸运，天时地利人和，恰到好处。
2. 作为在线零售商邮件营销领域的专家，你是如何看待邮件营销的策略的？
零售商面临的主要是挑战是，他们需要不断的努力，利用数据细分，触发邮件以及动态的内容使邮件的相关性更高。因为用户的期望，发送频率的增加，邮件营销的技巧必须变得更加成熟老到，以维系发送者与其顾客的关系。零售公司手头掌握的大量数据，诸如以往订单记录，网站上的浏览行为，以及来自SNS的信息，都能促进邮件相关性。
另一个挑战是其他渠道对Email的影响。智能手机，平板电脑正对邮件设计和内容策略产生巨大影响力。同时，随着大量涌现的邮件客户端与社交媒体的整合性应用，社交媒体将继续扮演重要角色，对Email施加影响。
3. 要使邮件营销活动成功，必要掌握的技能又哪些？
技术的革新与消费者日益增长的需求，使邮件营销领域从未停下脚步—需要灵活和好奇。从业者应当不停地学习，测试。我自己也从学习和测试中受益，惊喜不断，哪些对某些品牌有效，哪些无效。
4. 你如何看待邮件营销的未来，特别是中国的情况？
虽然我不太了解中国的情况，更谈不上专家，但是我认为中国还处于邮件营销领域的初始阶段，目前搜索是中国的数字营销的主流工具。中国的从业者可以从欧美的先行者那里受益，他们已经在这个领域耕作了10年，积累了大量行之有效策略和最佳实践。此外，搜索引擎营销能帮助企业建立强大的邮件内容策略。
5. 还有哪些从业者我可以采访，请推荐？
我推荐你可以采访下Silverpop的Loren McDonald。Responsys澳洲分部的老大Simon O’Day也是不错的人选，他非常熟悉亚太市场的邮件营销。
下面为本次采访的原文
1. Could you share with us your background and experience?
My background is actually in journalism.
I worked for Condé Nast for several years, covering how retailers use technology, and later for Dow Jones & Co., heading up a newsletter on online retailing. One of the ways that we got leads was by signing up for retailers’ email programs so we would learn about website relaunches and other website improvements. I started the Retail Email Blog as a side-project and ended up joining the Email Experience Council when it was in its infancy. About a year after the EEC was acquired by the Direct Marketing Association, I joined Smith-Harmon, which was subsequently been acquired by Responsys.
During the five years since starting my blog, I’ve written nearly 2,000 blog posts and dozens of research reports on retailers’ email marketing practices. I’ve been fortunate to have been in just the right place at the right time.
2. You are an active evangelist for “email marketing for online retailers”. How do you define its strategies?
The chief challenge for retailers is to gradually make their emails more relevant to their subscribers by using segmentation, dynamic content and triggered emails. Because of rising expectations and steady year-over-year increases in email frequency, email programs have to become more sophisticated to keep their subscribers.
Retailers have lots of information about their customers—from purchase histories and browsing behavior to data from other channels like social media—but more retailers need to use that information to increase the relevancy of their emails.
Another big challenge is the impact of other channels on email. Mobile is on the cusp of having a huge influence on email design and content tactics. Tablets will affect email design as well. Social media will continue to affect email, especially as email clients and social media platforms converge.
3. What are the must-have skills/attributes that are important to be successful in email marketing field?
Email marketing is constantly evolving, both technologically and in terms of consumer expectations. So being flexible and curious are musts. Email marketers should always be testing and learning. I consider myself fairly knowledgeable about email marketing and I’m routinely surprised by what works and doesn’t work for particular brands.
4.Could you share with us your opinion for the future of email marketing, especially in China?
I’m not an expert on email marketing in China, but my understanding is that it’s still in the early days and that search is a big focus currently. Chinese marketers are in a great position to benefit from the email marketing pioneers in the U.S. and Europe who have been refining best practices over the past decade.
Also, a strong search program can help marketers build a strong email marketing content strategy. Key words that drive traffic for search should become the topics of your emails.
5. Who would you recommend us to interview?
I have a ton of respect for Loren McDonald of Silverpop. Also, Simon O’Day, who heads up our Australian office, is very knowledgeable of trends in the Asia Pacific region.
邮件发送通道优化服务商Returnpath9月20日发布的报告显示,2011年上半年中国仅有58%的商业许可邮件进入收件箱，大幅低于全球81%的平均水平。该研究通过跟踪全球149个ISP，60万个邮件活动数据得出。
下面的图表是用到了3个指标
全球市场 —— 81%的邮件进入收件箱，7%进入垃圾邮件箱，12%丢失
全球市场与各大洲对比 —— 北美，欧洲收件箱达到分别到达了86%，84%，中美洲大幅低于平均指标只有63%，亚太地区78%
北美各国比较
欧洲各国比较
中国与澳洲比较 —— 澳洲收件箱达到率89%，高于亚太地区的78%。中国情况糟糕只有58%，高达39%的邮件丢失
中国如此之低，令人乍舌。Returnpath分析称，丢失的邮件主要由于国内ISP监管所致。
邮件营销在中国一直致力于分享国内外优秀的邮件营销策略，技巧，案例。之前的很多文章，比方”推荐好友订阅邮件—SmartBargains案例一则” / “全美零售行业电子邮件退订研究” / 2010年北美在线零售邮件趋势“均来Chad White以及其团队，Chad White是著名邮件营销网站Retailemailblog.com的创始人，致力于研究北美零售企业的邮件营销策略和趋势,是本行业的先锋人物。
Chad现任职Responsys——北美多渠道营销巨头Responsys(NASDAQ: MKTG)，今年4月其在纳斯达克成功IPO。
感谢White先生百忙之中接受我的采访。
1. 能与读者分享下你的背景和工作经历吗？
我其实学新闻专业的。一开始在Condé Nast网站工作了几年，研究零售商如何运用当时的IT技术，之后加入道琼斯负责面向在线零售商的Newsletter项目，通过注册订阅在线零售公司的邮件，了解到很多关于网站改版以及提高网站效能等方面信息。
Retail Email Blog一直独立营运着，我也在Email Experience Council早期工作了一段时间。一年后EEC被DMA收购，随后加盟的Smith-Harmon也在去年被到Responsys买下。Retail Email Blog这个网站已经运作了5年了，超过2000个帖子，并发布了很多业内报告和最佳实践。我很幸运，天时地利人和，恰到好处。
2. 作为在线零售商邮件营销领域的专家，你是如何看待邮件营销的策略的？
零售商面临的主要是挑战是，他们需要不断的努力，利用数据细分，触发邮件以及动态的内容使邮件的相关性更高。因为用户的期望，发送频率的增加，邮件营销的技巧必须变得更加成熟老到，以维系发送者与其顾客的关系。零售公司手头掌握的大量数据，诸如以往订单记录，网站上的浏览行为，以及来自SNS的信息，都能促进邮件相关性。
另一个挑战是其他渠道对Email的影响。智能手机，平板电脑正对邮件设计和内容策略产生巨大影响力。同时，随着大量涌现的邮件客户端与社交媒体的整合性应用，社交媒体将继续扮演重要角色，对Email施加影响。
3. 要使邮件营销活动成功，必要掌握的技能又哪些？
技术的革新与消费者日益增长的需求，使邮件营销领域从未停下脚步—需要灵活和好奇。从业者应当不停地学习，测试。我自己也从学习和测试中受益，惊喜不断，哪些对某些品牌有效，哪些无效。
4. 你如何看待邮件营销的未来，特别是中国的情况？
虽然我不太了解中国的情况，更谈不上专家，但是我认为中国还处于邮件营销领域的初始阶段，目前搜索是中国的数字营销的主流工具。中国的从业者可以从欧美的先行者那里受益，他们已经在这个领域耕作了10年，积累了大量行之有效策略和最佳实践。此外，搜索引擎营销能帮助企业建立强大的邮件内容策略。
5. 还有哪些从业者我可以采访，请推荐？
我推荐你可以采访下Silverpop的Loren McDonald。Responsys澳洲分部的老大Simon O’Day也是不错的人选，他非常熟悉亚太市场的邮件营销。
下面为本次采访的原文
1. Could you share with us your background and experience?
My background is actually in journalism.
I worked for Condé Nast for several years, covering how retailers use technology, and later for Dow Jones & Co., heading up a newsletter on online retailing. One of the ways that we got leads was by signing up for retailers’ email programs so we would learn about website relaunches and other website improvements. I started the Retail Email Blog as a side-project and ended up joining the Email Experience Council when it was in its infancy. About a year after the EEC was acquired by the Direct Marketing Association, I joined Smith-Harmon, which was subsequently been acquired by Responsys.
During the five years since starting my blog, I’ve written nearly 2,000 blog posts and dozens of research reports on retailers’ email marketing practices. I’ve been fortunate to have been in just the right place at the right time.
2. You are an active evangelist for “email marketing for online retailers”. How do you define its strategies?
The chief challenge for retailers is to gradually make their emails more relevant to their subscribers by using segmentation, dynamic content and triggered emails. Because of rising expectations and steady year-over-year increases in email frequency, email programs have to become more sophisticated to keep their subscribers.
Retailers have lots of information about their customers—from purchase histories and browsing behavior to data from other channels like social media—but more retailers need to use that information to increase the relevancy of their emails.
Another big challenge is the impact of other channels on email. Mobile is on the cusp of having a huge influence on email design and content tactics. Tablets will affect email design as well. Social media will continue to affect email, especially as email clients and social media platforms converge.
3. What are the must-have skills/attributes that are important to be successful in email marketing field?
Email marketing is constantly evolving, both technologically and in terms of consumer expectations. So being flexible and curious are musts. Email marketers should always be testing and learning. I consider myself fairly knowledgeable about email marketing and I’m routinely surprised by what works and doesn’t work for particular brands.
4.Could you share with us your opinion for the future of email marketing, especially in China?
I’m not an expert on email marketing in China, but my understanding is that it’s still in the early days and that search is a big focus currently. Chinese marketers are in a great position to benefit from the email marketing pioneers in the U.S. and Europe who have been refining best practices over the past decade.
Also, a strong search program can help marketers build a strong email marketing content strategy. Key words that drive traffic for search should become the topics of your emails.
5. Who would you recommend us to interview?
I have a ton of respect for Loren McDonald of Silverpop. Also, Simon O’Day, who heads up our Australian office, is very knowledgeable of trends in the Asia Pacific region.
今年1月，Responsys 发布2010年北美在线零售邮件趋势（Retail Email Year-End Trends for 2010)。从趋势上看，去年美国在线零售已经开始复苏到金融危机前的水平，商家们通过邮件发送了更多的促销内容。
总体发送量
月度发送量
发送日的选择
统计显示，更多的在线零售商选择周五发送促销邮件，从2008年的36%上升到2010年的49%
节日
Cyber Monday已连续第四年成为节日促销首选。在2010年的11月29日，77%的零售公司发送了至少一封促销邮件，高于去年的71%。另外Black Friday作为重要促销节日，在下面的排行中占据了多个席位。
Responsys 本周发布了 2011 Email Design Look Book（PDF，24页，全彩，32M），我一直很喜欢他们的报告以及Look Book，由衷地感谢Responsys的同仁。下载点击这里
你可以了解到来自世界各地的优秀的邮件设计，以及跨平台应用（PC，手机，平板），案例来自
Etsy
Apple
LinkedIn
Nikon UK
Verizon
Zappos
Best Buy
Virgin Atlantic
……
邮件营销在中国一直致力于分享国内外优秀的邮件营销策略，技巧，案例。之前的很多文章，比方”推荐好友订阅邮件—SmartBargains案例一则” / “全美零售行业电子邮件退订研究” / 2010年北美在线零售邮件趋势“均来Chad White以及其团队，Chad White是著名邮件营销网站Retailemailblog.com的创始人，致力于研究北美零售企业的邮件营销策略和趋势,是本行业的先锋人物。
Chad现任职Responsys——北美多渠道营销巨头Responsys(NASDAQ: MKTG)，今年4月其在纳斯达克成功IPO。
感谢White先生百忙之中接受我的采访。
1. 能与读者分享下你的背景和工作经历吗？
我其实学新闻专业的。一开始在Condé Nast网站工作了几年，研究零售商如何运用当时的IT技术，之后加入道琼斯负责面向在线零售商的Newsletter项目，通过注册订阅在线零售公司的邮件，了解到很多关于网站改版以及提高网站效能等方面信息。
Retail Email Blog一直独立营运着，我也在Email Experience Council早期工作了一段时间。一年后EEC被DMA收购，随后加盟的Smith-Harmon也在去年被到Responsys买下。Retail Email Blog这个网站已经运作了5年了，超过2000个帖子，并发布了很多业内报告和最佳实践。我很幸运，天时地利人和，恰到好处。
2. 作为在线零售商邮件营销领域的专家，你是如何看待邮件营销的策略的？
零售商面临的主要是挑战是，他们需要不断的努力，利用数据细分，触发邮件以及动态的内容使邮件的相关性更高。因为用户的期望，发送频率的增加，邮件营销的技巧必须变得更加成熟老到，以维系发送者与其顾客的关系。零售公司手头掌握的大量数据，诸如以往订单记录，网站上的浏览行为，以及来自SNS的信息，都能促进邮件相关性。
另一个挑战是其他渠道对Email的影响。智能手机，平板电脑正对邮件设计和内容策略产生巨大影响力。同时，随着大量涌现的邮件客户端与社交媒体的整合性应用，社交媒体将继续扮演重要角色，对Email施加影响。
3. 要使邮件营销活动成功，必要掌握的技能又哪些？
技术的革新与消费者日益增长的需求，使邮件营销领域从未停下脚步—需要灵活和好奇。从业者应当不停地学习，测试。我自己也从学习和测试中受益，惊喜不断，哪些对某些品牌有效，哪些无效。
4. 你如何看待邮件营销的未来，特别是中国的情况？
虽然我不太了解中国的情况，更谈不上专家，但是我认为中国还处于邮件营销领域的初始阶段，目前搜索是中国的数字营销的主流工具。中国的从业者可以从欧美的先行者那里受益，他们已经在这个领域耕作了10年，积累了大量行之有效策略和最佳实践。此外，搜索引擎营销能帮助企业建立强大的邮件内容策略。
5. 还有哪些从业者我可以采访，请推荐？
我推荐你可以采访下Silverpop的Loren McDonald。Responsys澳洲分部的老大Simon O’Day也是不错的人选，他非常熟悉亚太市场的邮件营销。
下面为本次采访的原文
1. Could you share with us your background and experience?
My background is actually in journalism.
I worked for Condé Nast for several years, covering how retailers use technology, and later for Dow Jones & Co., heading up a newsletter on online retailing. One of the ways that we got leads was by signing up for retailers’ email programs so we would learn about website relaunches and other website improvements. I started the Retail Email Blog as a side-project and ended up joining the Email Experience Council when it was in its infancy. About a year after the EEC was acquired by the Direct Marketing Association, I joined Smith-Harmon, which was subsequently been acquired by Responsys.
During the five years since starting my blog, I’ve written nearly 2,000 blog posts and dozens of research reports on retailers’ email marketing practices. I’ve been fortunate to have been in just the right place at the right time.
2. You are an active evangelist for “email marketing for online retailers”. How do you define its strategies?
The chief challenge for retailers is to gradually make their emails more relevant to their subscribers by using segmentation, dynamic content and triggered emails. Because of rising expectations and steady year-over-year increases in email frequency, email programs have to become more sophisticated to keep their subscribers.
Retailers have lots of information about their customers—from purchase histories and browsing behavior to data from other channels like social media—but more retailers need to use that information to increase the relevancy of their emails.
Another big challenge is the impact of other channels on email. Mobile is on the cusp of having a huge influence on email design and content tactics. Tablets will affect email design as well. Social media will continue to affect email, especially as email clients and social media platforms converge.
3. What are the must-have skills/attributes that are important to be successful in email marketing field?
Email marketing is constantly evolving, both technologically and in terms of consumer expectations. So being flexible and curious are musts. Email marketers should always be testing and learning. I consider myself fairly knowledgeable about email marketing and I’m routinely surprised by what works and doesn’t work for particular brands.
4.Could you share with us your opinion for the future of email marketing, especially in China?
I’m not an expert on email marketing in China, but my understanding is that it’s still in the early days and that search is a big focus currently. Chinese marketers are in a great position to benefit from the email marketing pioneers in the U.S. and Europe who have been refining best practices over the past decade.
Also, a strong search program can help marketers build a strong email marketing content strategy. Key words that drive traffic for search should become the topics of your emails.
5. Who would you recommend us to interview?
I have a ton of respect for Loren McDonald of Silverpop. Also, Simon O’Day, who heads up our Australian office, is very knowledgeable of trends in the Asia Pacific region.
Responsys 上周发布 2012 Email Design Look Book(全彩PDF，25页，4.7M)，在今年分享的案例中，有几则让人惊喜连连，大家也许都没有想到如此有趣的玩法(包括我自己)。
即使在图片无法的时候,Pizza Express的生日祝福邮件还是传达了很多信息，收件人的姓名，以及在利用背景图片创造了一个卡通的大厨。
简短煽动性的行动口号，无疑给皇家盲人协会的这封邮件加了很多分。和Pizza Express一样，这样的创新很生动，并且有效(点击率超过22%)
还涉及到的主要品牌如下：
REI
B&Q
Bing
Nike+
Zulily
JCPenney
Ralph Lauren
