A few years back, my colleague David Riordan, wrote an excellent series of articles about email marketing.
Having re-read them, I believe there is much of value in every post of the series.
Ranging from strategy to the mechanics of list & email design, David elegantly captures the thinking behind successful email marketing programs.
Rather than re-invent the wheel, I am going highlight what I believe are the (still) relevant posts in this blog, reminding readers of the value that can be returned with a well planned email marketing program.
David's second post looks at what the steps in your email marketing programme mean in a little more detail, including
- Strategy - the value of a consistent and long-term strategy
- Segmentation - getting the right message to the right recipient at the right time.
- Layout & Content - getting the best from your layout and the content.
- List Growth & List Management - focusing resources on those with the potential to deliver ROI.
- Automation & Efficiency - when to consider automated approaches
- Analysis - how to analyse and test on a continuous basis
I trust you, too, will find value in this post for your own email marketing planning. The next post looks at setting the strategy.