What's in an email marketing strategy anyway? Email is a critical part of your communication strategy with fans. Email messages should be clear, simple and concise. Email should be written and designed for scanability and to get past junk-folder filters and into the recipients in-box. Finally, emails should be designed to catch your recipients' eyes and encourage them to take an action and engage with you, whether that's on your web site, in your social media communities, or in your place of business such as retail locations.
Your email strategy should take into consideration your target audience, your objectives, and email best practices. Emails should answer the following questions in less than 8 seconds:
1. What are you offering?
2. Why does the recipient care?
3. How do they get it?
And then there's the question of how do you actually get these messages to the in-boxes of your email list recipients. Recently, while working on an email marketing strategy for a client, I came across a good comparison of ten popular email service providers that I thought was quite helpful:
http://email-marketing-service-review.toptenreviews.com/
Stay tuned for another blog post in this "series" about how to acquire email addresses... happy emailing! :)
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1 comment:
Interesting post, Maria - and timely in that I was just iChatting with a colleague in Kentucky this afternoon who is just starting to delve into email marketing.
Quick question for you: have you come across any solid lists of Spam Red Flags: things to avoid in the composition or code of an HTML-formatted email so you stand the best chance of delivery?
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