Getting Started

Thursday, April 22nd, 2010

Use the Form, Luke

The poor overlooked email form. It works very hard for your email list but gets little glory–and is under-utilized to achieve marketing goals. The email-related form is a powerful, pervasive touchpoint and should be seen not only as a data collection vehicle but as a marketing tool. Here are some ways to get the most [...]

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Thursday, July 23rd, 2009

List Acquisition (Be Afraid). Build, Don't Buy.

Online Customer Acquisition: The Good, the Bad and the Ugly A lot of marketers want to build their opt-in lists. Of course. Opt-in lists mean more email recipients, more buzz, more word-of-mouth, more queries, more sales. It follows that a lot of marketers consider licensing third-party lists, running promotions to increase opt-ins, or buying ad [...]

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Wednesday, July 15th, 2009

Mastering the Welcome Message

The welcome message is an easily overlooked component of the email marketing experience.  In reality, it may be the most important email you deliver.  The person receiving the message has just told you they are interested in receiving your messages, and you are contacting them immediately after they have expressed interest. By taking advantage of [...]

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Monday, May 18th, 2009

Email is a Pitch: Five Fundamentals for Winning Emails

In his new book, How to Win a Pitch, veteran business coach Joey Asher provides five fundamentals for winning business. The five sales rules are also a good rubric for creating winning emails. Focus on a Business Solution Your email should be focused on a client need, on solving a problem or providing a solution. [...]

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Thursday, February 26th, 2009

Creating a Long-Term Email Marketing Plan

Few factors contribute to the success of an email marketing program more than long-term planning. When individual email campaigns are considered as part of a whole program, the results of one mailing inform the next. Response rates improve, and ROI increases. Only a few simple steps are involved in the planning of an annual email [...]

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