Earlier this summer, we blogged about how to optimize your emails, both in content and design, for today’s busy readers. But if we take a step back, we see there is a lot of work to be done prior to being ready to send out that e-newsletter or e-blast. You must first develop a sound list.
When it’s time to create and launch an integrated campaign, it’s easy to focus on the more exciting or complex elements: the concepts, the schedule, the offer, the tracking and metrics.
But without a solid list of relevant decision-makers, it doesn’t matter how creative the campaign concept is or how great of an offer you’re presenting—no one will bite.
I’m a sucker for email list opt-ins offering good content, coupons or insiders’ info on upcoming promotions. But, to every marketer’s dismay, about twice a year my annoyance with an overload of emails goes into overdrive, leading to an opt-out rampage. But I opted in, so that means I care to read everything that company […]