Email advertising: basic articles
More articles on the subject...
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Designing Databases to Support Email Personalization
Introductory article on databases and how you can use subscriber information to personalize your outgoing emails.
You Don't Know Me
Reminds us that we can't really know who exactly is reading our emails. This has implications for the way you address your readership.
Building an email list
Outlines various ways to build your house list of email addresses.
Spam? It's All Relative
Outlines the basic practices that ensure the people on your email list want your email, know what they're going to get and recognize it when they get it.
Email Marketing Tune Up
A brief toolkit to help marketers begin formulating a structured email marketing strategy.
The Importance of Expectations
Outlines two of the biggest traps that marketers fall into when building their house list of email addresses; being too vague about what they send and how often, and being too slow with the first communication.
Newsletters Build Small Business Relationship Networks
Introduces the concept of email newsletters as a cheap and effective form of marketing for small service businesses and consultants in particular.
...Failure Is Easier Than Success
Outlines six key areas that can make or break a business-to-business email campaign.
Push-Pull
Explains why email is perhaps the only viable kind of online marketing for most small and medium-sized businesses.
My E-Newsletter & Me
Describes the thought processes and steps underpinning the process of publishing. Also has advice on newsletter basics, such as schedules and content.
New Rules for Using E-Mail Correctly
A reminder of email's value and potential as a marketing tool followed by a list of basic best practices. Includes list management concerns, success metrics, and targeting / frequency issues.
Strategies for Improving Email ROI
Report on a teleseminar, providing details of four basic strategies that go a long way to ensuring your email marketing efforts are on the right track.
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