(Content) Email Lists are Very Delicate Things
Latest posts | Feed | By Mark Brownlow
Nick Usborne is a long-time permission prophet and a top online copywriter. In this opinion piece, he addresses the issue of value and the sender-reader relationship.
He suggests thinking of your list as a series of relationships with each subscriber, rather than as a financial asset. This change of perspective immediately effects how you treat the list, what content you send them, and how long they stay engaged with your publication or messages.
The concept of value (to the reader, not to the marketer) is particularly critical in e-newsletters designed for customer retention and relationship building. A topic covered in this chapter of the Keeping the Key report.
He suggests thinking of your list as a series of relationships with each subscriber, rather than as a financial asset. This change of perspective immediately effects how you treat the list, what content you send them, and how long they stay engaged with your publication or messages.
The concept of value (to the reader, not to the marketer) is particularly critical in e-newsletters designed for customer retention and relationship building. A topic covered in this chapter of the Keeping the Key report.
Permalink | January 24, 2006 |
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