Email Marketing In 2015: The Most Popular Columns Of The Year

The most venerable discipline in online marketing, email, continued to grow and develop in 2015 — experiencing change in part because the growth of mobile has made email an “anywhere, anytime” platform.

The columns that interested Marketing Land’s readers most in 2015 included several of Susan Waldes’ looks at Gmail — both Gmail Sponsored Promotions and Gmail ads. Gmail also made waves with the release of Inbox by Google, a new interface for the application, and through Tom Sather’s look at Gmail Postmaster Tools.

Meanwhile, other popular articles addressed the fundamentals of reaching your audience, how to boost the performance of order confirmation emails, and the execution of profitable outbound efforts. Read on and click through for the valuable content that captured marketers’ attention this year.

1. Gmail Sponsored Promotions: Everything You Need To Know To Succeed At Direct Response With GSP, Part 1 by Susan Waldes, published on 3/10/15.
   Social activity: Facebook 294, Google+ 149, LinkedIn 270
2. To Speak Millennial, Use Email by Steve Dille, published on 4/15/15.
   Social activity: Facebook 776, Google+ 0, LinkedIn 945
3. Gmail Sponsored Promotions: Everything You Need To Know To Succeed At Direct Response With GSP, Part 2 by Susan Waldes, published on 3/30/15.
   Social activity: Facebook 72, Google+ 0, LinkedIn 92
4. How You Can Improve Your Order Confirmation Emails + 4 Inspirational Examples by Andrew King, published on 4/8/15.
   Social activity: Facebook 96, Google+ 0, LinkedIn 73
5. How Email Marketers Can Make The Most Of Gmail Postmaster Tools by Tom Sather, published on 8/19/15.
   Social activity: Facebook 179, Google+ 0, LinkedIn 179
6. Gmail Ads: What’s New (And Not New) With This Native Ad Type by Susan Waldes, published on 9/21/15.
   Social activity: Facebook 130, Google+ 0, LinkedIn 268
7. How Email Marketers Can Prepare For Inbox By Google by Tom Sather, published on 1/7/15.
   Social activity: Facebook 248, Google+ 0, LinkedIn 175
8. Gmail, Outlook Apps Build A Better Email Marketing Ecosystem by Kevin Gallant, published on 4/17/15.
   Social activity: Facebook 85, Google+ 20, LinkedIn 96
9. 5 Priorities For Email Marketing In 2015 by Cara Olson, published on 2/13/15.
   Social activity: Facebook 165, Google+ 0, LinkedIn 252
10. The Fundamentals Of Executing Profitable “Outbound” Email Marketing Campaigns by Daniel Faggella, published on 1/26/15.
    Social activity: Facebook 300, Google+ 0, LinkedIn 97

Methodology: Columns published in 2015 are ranked in order of pageviews measured by Google Analytics. Data includes all columns published through November 30, 2015. Social data provided by SharedCount.