email best practices??

a common question - what are the best practices for email marketing?

sadly, that is too broad of a question to answer in a short blog post and, i think, not the real question that is being asked...

i think the question is really, "i don't know where to begin - what should i do?"

to this, i do have an answer.

the first thing to do is to set your goals and objectives. it may sound too corporate, but if you don't know why you are sending emails, then how will you know if you are doing it well?

so, go ahead, ask yourself "why am i sending out emails?"

not always easy to answer.

now that you have that question answered. try the test question "does my audience care?"

if the answer is no, then you should re-think you goal. if the audience does not care about your goal then they will not help you to achieve it.

your goal needs to be win-win. if you are stumped on this one, try asking "how will email do this?" to your goal.

example:

Goal = Drive Revenue ( test: audience does not care )

how will email drive revenue?

answer: by letting prospects know about our latest products ( test: audience still does not care )

how?

answer: by compiling best practices, tips and case studies to help the customer maximize their return on investment using our product (test: now this has something in it for the audience )

eureka!! an objective that has meaning for you and your audience.

this process can take time and can require testing with some key clients, but this is the first step to implementing a successful email program.