A few years back, a then colleague of ours gave an excellent overview of email marketing. Ranging from strategy to the mechanics of list & email design, the series elegantly captured the thinking behind successful email marketing programs. Rather than re-invent the wheel, I have shamelessly borrowed the best of his material to create a series on the benefits of a well planned email marketing program
The first post speaks to the focus on building an email marketing programme, beginning firstly with formulating an email marketing strategy according to company goals with measurable KPIs. He particularly notes that "it's easy, it's efficient, it's scalable and of course it's instantaneous. Yet we all (should) think very carefully about why we send volume emails, to whom we send it, what it's supposed to say and what the outcome is that we wish to have."