From time to time, we all need to step back and revisit our roots -- our email marketing roots, that is. With all of the hubbub in our daily work lives (and within our ever-changing industry), we sometimes lose sight of the core basics that can be critical to our success.
I realized this twice in the last week. The first time was over the weekend while I was pulling together content for a daylong workshop I'm holding later this month through the Zeff Group. The workshop will essentially be an email marketing "boot camp for beginners," and I realized as I was developing it how different a place a beginner is in today compared to just two years -- or even one year -- ago. There are so many tidbits and details that even the newest of newbies needs to know in order to succeed.
Then, while participating as a member of a Netpreneur Ad-Marketing panel presentation on the same topic, I had a related epiphany. Yes, some members of the audience were savvy email marketers; however, there were probably more first-timers than those with experience. But despite that fact, both experts and novices alike had plenty of questions, as well as thoughtful things to share.
That's when I realized that this discipline is still in its infancy (well, perhaps it's a toddler by now) and that -- no matter what our level of experience is -- we can ALL benefit from a little "back to basics" review.
Therefore, I thought it might be a good time to recap some of the tried-and-true yet vital nuggets that came out of the latter-mentioned panel discussion. By the way, my partners in crime during that session were Russ Shaw of MessageMedia and Mike Rodriguez, an independent consultant formerly with yesmail.com. Not to mention the 90 or so very eager and vocal participants in the audience.
So, without further ado, what follows are five solid standbys that we should all keep in mind as we progress down the email marketing superhighway.
Obviously, there's plenty more where those came from. In fact, if anyone has more to share, please feel free to email me, and I'll be sure to do another wrap-up in the near future.
After all, we can't ever have too many reminders of what has helped shape our successes thus far. It'd be like saying you can have too much of a good thing!
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Kim MacPherson is President and Founder of Inbox Interactive, a full-service email marketing agency specializing in promotional copywriting, HTML design, planning, and deployment/tracking solutions. Kim is also the author of "Permission-Based E-mail Marketing That Works!"
December 5, 2013
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