links for 2008-10-9
How to Build a Good Email List?

Email Marketing Wisdom Selected Especially For You

You might have noticed that I haven't been blogging much in the last couple of weeks. That's mainly due to a heavy workload at the office and a personal side project that I'm working on and that I'll be telling you more about in the next couple of weeks and months.

Right now I have a couple of overloaded inboxes and an overloaded RSS reader but I am determined to catch up - sooner or later :-) Until then you'll see more of these link summaries containing the best articles I read on email marketing, and occasionally also on social media/networking which, as a blogger and community manager, is becoming more and more a focus areas.

I would like to thank Loren McDonald and Kath Pay for continuing to contribute great content to this blog and I would like to extend the invitation to become a contributing author to this blog to anyone that interested. Let me know if you're interested!

Here is some email marketing wisdom that I selected especially for you during my weekly 2,5 hour train ride to Amsterdam:

E-Mail Marketing History Lessons

"The incredible ROI (define) of e-mail was supposed to turn it into the medium of choice, and essentially replace traditional direct marketing almost entirely. Clearly, that was a shortsighted perspective."

Case study: How ClearBrick built its e-mail list
"The integrated e-email and PPC campaigns maximize the company’s marketing budget by helping the two build off of each other. Howard can select PPC keywords based on which items are best received in the newsletter, and the PPC campaigns help to build the company’s e-mail marketing list. It’s a strategy that he intends to continue."

4 Reasons Not to Add Social Networking to Your Site
Here are four reasons it may not be a good idea to add social networking features to your site.

E-mail Increasingly Blurs Work, Home
While e-mail is increasingly blurring the lines between Americans’ work and home lives, it has also led to more flexibility and most workers don’t believe it has added significantly to their overall workload, according to a recent study by the Pew Internet and American Life Project.

The True Secret of Successful Email Marketing
Deliverability is a very hot topic.Why? Because it is a solvable problem. There are vendors out there with a SOLUTION to that problem. And vendors sponsor trade shows. And so we have a disproportionate amount of conversations about reaching incremental groups of customers, but almost no conversation about what you send to the people you do reach to make your message more compelling.

Email ROI – Spoiled By Our Own Success
No wonder subscribers ignore us. Honestly, most email marketing today is pretty terrible. It’s irrelevant, poorly timed, creatively uninteresting and completely generic. -- When we abuse the trust that subscribers gave us and send boring messages or more email than could possibly be relevant, subscribers tune all our messages out. They may not actually unsubscribe or complain to the ISPs, but they unsubscribe with their delete button. These subscribers are now lost to us.

E-Mail Marketing Gone Wild, Part 2
What is the purpose of your e-mail marketing program? Is it to facilitate low-profit purchases from customers craving discounts and promotions, to communicate a marketing story, to drive the customer to the website, to communicate authority on key items, to clear excess inventory? Kevin Hillstrom advises us to be consistent, and communicate this strategy.

Simple content plan for an email newsletter
A regular newsletter is far easier to produce if you have a content plan. It not only acts as a prompt but also means you can prepare some material ahead of time, knowing what 'slots' you have to fill. Here are a couple of examples.

Stay tuned for more great articles as I continue to catch up on my reading...

Need help optimizing your email marketing results? Get in touch!
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