Lies, damned lies and best practices?
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Well, nobody's suggesting you shouldn't follow them. (There's a reason they're called best practices.) But it's easy to forget that some recommended email marketing practices are always applicable (like the need for permission). And others are often applicable, but not always.
Or put another way: every list of addresses and every sender is different. So what generally holds for most lists and senders might not hold for your list.
David Baker and Teresa Caro highlight a few email marketing urban myths in this article. The important bit to read is the last paragraph...
"Use best practices, studies, and guidance from the experts as a starting point, but don't consider their advice to be absolute. You need to adjust your e-mail for your target audience and for what you want to achieve. Most importantly, test, test, and test some more."
On a side note, don't go the opposite way, either, and reject best practices outright. While I agree with the general sentiments in the above article, it's misleading to label the "best practices" quoted as myths when they are likely perfectly correct in many cases.
Tags: email marketing
Or put another way: every list of addresses and every sender is different. So what generally holds for most lists and senders might not hold for your list.
David Baker and Teresa Caro highlight a few email marketing urban myths in this article. The important bit to read is the last paragraph...
"Use best practices, studies, and guidance from the experts as a starting point, but don't consider their advice to be absolute. You need to adjust your e-mail for your target audience and for what you want to achieve. Most importantly, test, test, and test some more."
On a side note, don't go the opposite way, either, and reject best practices outright. While I agree with the general sentiments in the above article, it's misleading to label the "best practices" quoted as myths when they are likely perfectly correct in many cases.
Tags: email marketing
Permalink | November 20, 2006 |
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