Seven parameters for an effective e-mail strategy.
Over the past six years, I've written over 70 columns imparting my views, wisdom, and, at times, frustration around the issues that have affected the growth of e-mail as a viable channel in the ever-changing communications world. Like you, I've read numerous columns written by my ClickZ colleagues addressing issues of the day and providing a range of tips, tricks, and insight to better leverage this channel.
For many years I had a front row seat as e-mail rose while heading one of the industry's leading e-mail communications firms. Having left that post some six months ago, the location of my seat has changed, and with it my perspective on what's critical to e-mail as part of an integrated communications strategy.
You'll find no rants or raves in this column, nor threats of dire consequence. This year represents a watershed moment for all of us in the communications business. My advice to those who are truly interested in success in the years ahead is to heed these parameters:
While we're at it, make sure your needs are served by the partners you select to assist you in leveraging the incredible technology available in the marketplace. If they aren't, you aren't doing your best to grow your business.
Dare mighty things this year.
Until next time,
Al is off this week. Today's column ran earlier on ClickZ.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Long recognized as one of the direct response industry's premier innovators and a pioneer in e-mail communications, Al DiGuido brings over 20 years of marketing, sales, management, and operations expertise to his role as CEO of full-service digital marketing company Zeta Interactive. Formerly Epsilon Interactive's CEO, DiGuido also served as CEO of Bigfoot Interactive, CEO of Expression Engines, EVP at Ziff Davis, and publisher of Computer Shopper, where he launched ComputerShopper.com, a groundbreaking direct-to-consumer e-commerce engine. Prior to Ziff Davis, he was VP/advertising director for Sports Inc. DiGuido also serves on the Direct Marketing Association's Ethics Policy Committee.
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