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.

-= David

CRM Principal