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 fourth post speaks to importance of aligning email activity to a company's brand: How good practices project a positive image of a company & brand but bad practices can do serious damage to both. David suggests 2 aspects to be considered in managing company & brand image in the eyes of a customer.
I hope you, too, find David's thoughts of value in your own program design. The next post focuses on the readiness for implementing a program.