There is a need for marketers to understand, experiment with and master the finer aspects of email marketing in order to achieve proficiency. They need to learn to manage email lists, create relevant segments, learn the nuances of opt-in marketing, legal and ethical issues around spam and to manage email service providers. To understand the complexities of email clients like Outlook and Apple Mail and web-based services like Gmail and Yahoo Mail, issues with HTML mails, proliferation of mobile devices, apps, and the science of measurement —of opens and clicks.

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