s, they will be delivered,” said Hunneybell, adding that in the past, the luxury company’s  enewsletters had been intercepted by ISPs and labelled as fraudulent. As a result, millions of emails a month had likely been delivered to spam or not at all.  According to an eMarketer study, effective enewsletters can generate a return on investment of 122 per cent, four times higher than any other digital marketing channel – as long as they land in recipients’ inboxes and are compelling enough to be read by consumers.  Here are some valuable email marketing tips that retail leaders from a recent CommerceNext event shared: 1. There should be a marriage between the marketing team and technology team for a company’s e-mail campaign to reach its audience, according to Houman Akhavan, chief marketing officer of CarParts.com, an online retailer that offers aftermarket auto parts. “This is what you call convergence,” Akhavan said. “The marketing team should be aware of new technologies to help them with their marketing campaigns. It all starts with awareness.” “Deliverability from an ownership perspective lies with the teams that are sending the e-mails but there has to be that partnership, there has to be that collaboration between your technology teams,” he added. “You can’t operate in silos because that’s just setting yourself up for failure but ultimately it starts with awareness.” 2. Make sure companies are aware not only of technical issues but legal issues as well, according to Anurag Kadyan, vice president, direct to consumer and e-commerce, at S’well, reusable bottle company. “E-mail marketing is key in engaging the consumer in what brands have to offer and can eventually convert, but you need to know if you are in compliance with all those legal issues like spam laws,” Kadyan said. 3. In order to help enewsletters pass through security points, brands may consider dsplaying their trademark or logo beside the subject line, said Engin Yilmaz, director of Product Management at cybersecurity firm Red Sift. There is now an emerging standard called BIMI (Brand Indicators for Missing Identification) which has improved security levels and allows brands to display their logos, he said. “Having that trademark or logo next to the subject line of authenticated e-mails ensures brands their emails will stand out in the inbox while also having built-in protections against brand spoofing,” Yilmaz said. 4. There is an art and science in running an email campaign program and given consumers are now time-poor and have a short attention span, quick, short and snappy campaigns are often the most successful, advised Hunneybell. 5. “One-to-one personalisation is very important, I can’t stress that enough,” said Akhavan. Ten to 15 years ago, “bash and blast” campaigns, which involve brands sending just one message to an entire audience, no longer work. “People don’t want to have a generic message. To capture your audience’s attention, look into personalisation. The technology has really caught up on what you can do in targeting audiences and to do it in real time,” Akhavan explained. 6. Always think of the subject lines and the type of content. “I like the rule: keep it simple, stupid,” Kadyan said. “Is it a promo message? Is it a new rival message? Is it an engagement message? You can talk about your segments, you can talk about the action, know the keywords that you need to use on your subject lines.” 7. “Understand the customer,” Akhavan said. “Look at your text task, understand what your goals are and then make sure you have the technology that can support you. You’d be amazed at what the emails can do today compared to what it could do 10 to 15 years ago.”