Things I've learnt about online business and email marketing

Latest posts | Feed | By Mark Brownlow on June 06, 2007

This was written in January 2003. Found it by accident when cleaning up some old files from a newsletter I used to write. Nothing I've learnt since changes my opinion. So FWIW...

1. There's a rule on the German autobahns. However fast your car, there's always one faster than yourself. You look in your rearview mirror, and you can see a large BMW flashing its headlights angrily. Scary places, German autobahns.

However good you might think you are, there's always someone smarter and cleverer out there. There's always someone coming up in the rearview mirror. So keep on your toes.

2. You get disappointed a lot online if you trust people blindly. But don't stop trusting people. Because enough times that trust is rewarded multifold.

3. Think ROI. All over the web I see people and companies making investments and taking action without any meaningful attempt to measure, estimate or track the numbers that really define the success or worth of the venture.

4. Don't stand still. Things really do change fast. Have a plan B, C and D. Subscribe to relevant newsletters and scan, scan, scan. Keep on top of what's going on. If you've not got time for that, then subscribe to newsletters that scan other newsletters!

5. If your advertising isn't getting through, communicate better, not louder - the problem isn't that your audience is hard of hearing.

6. If you treat readers or customers purely as a factor in a spreadsheet or a source of revenue, don't expect them to be loyal.

7. Developing customer relationships is about more than just sending them a pre-printed birthday card.

8. You gain people's real trust through their experience with you, and not just because you tell them you're trustworthy.

9. I've no idea if ethical business behavior gets you more or less money in the long-term, but it certainly feels better.

10. Don't forget to update the copyright notices on your sites and emails.

And because all good lists - like amplifiers - go up to 11.

11. The secret of a successful e-newsletter can be summed up in this sentence: Give readers information they can use or enjoy (take their perspective) and wrap it up in a human, personable writing style. Then deliver it professionally through solid list distribution and management."

Tags: email marketing, email newsletters, online business

[This post brought to you by Campaigner Email Marketing]
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1 Comments:

Agreed, I have similiar experience.
By Anonymous, on 09 June, 2007