Even in this day and age, there are business owners who consider that because email is inexpensive and easy to send, that there’s not much to know about it. Of course, given that most of their attention is on running a business, they cannot be faulted for their naïveté about email marketing. (Or their lack [...]
I have been continuously involved with email marketing since the mid 90′s. That goes back before the term “email marketing” even existed. That even goes back to before the notion of “opt-in” email was broadly popularized by Seth Godin in his 1999 book, Permission Marketing: Turning Strangers Into Friends, And Friends Into Customers. Over the [...]
Not every single business needs an online newsletter. But the majority will benefit from one. Having a way to update customers and potential customers is a relatively simple and low-cost way to maintain and build a relationship with a percentage of visitors who would have otherwise stopped by and then left your website, likely to [...]
A client of mine has been entertaining the concept of offering a paid newsletter. It certainly seems compelling: Write an ongoing valuable stream of content to attract more and more subscribers, which equates to more and more profit for roughly the same amount of work. My reply was to note that this model was more [...]
What are the sequence of steps involved in a joint venture email campaign? That’s the question I was answering when I sketched this flow chart for a client to illustrate an email joint venture that we are developing and which will be launched within a few days. In short, three email messages will be sent [...]
Spam. Minimally, it’s a nuisance (albeit a never-ending one). At times when you may already be frustrated from having too much to accomplish with too little time, spam can provoke anger when you’ve discovered that you inadvertently deleted an important message among all the spam you were dumping. And too much of that can lead [...]
