A few years back, my colleague David Riordan, wrote an excellent series of articles about email marketing.
I recently re-read them & believe there is merit & currency in most every post in 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 third post speaks about the first stage in formulating your email marketing strategy: Outlining the objective of the programme, looking at the alignment to your company strategy and considering both the starting point and the destination.
I hope you, too, will find value in David's writing. The next post looks at setting & managing KPIs