Ten practices to avoid and another 10 to embrace in e-mail marketing.
Last week, I had the fortune of speaking on a Shop.org Webinar titled, "Is Email Marketing Dead?" I thought it was a bit of a silly title and an even sillier question to ask. Of course, we know e-mail isn't dead, especially if you are in retail.
So Kevin Ertell, VP, retail strategies, ForeSee; Jessica Harley, an e-commerce executive with over 12 years experience managing e-mail; and I decided to approach the Webinar with some stats from Foresee regarding e-mail's continued strength in driving results. We followed that with two top 10 lists: one explaining what you should not do in e-mail marketing and one highlighting what you should do. The Webinar, which got great reviews, will be posted on Shop.org one year. (There's a fee unless you're a Shop.org member.) In case you want the CliffsNotes version of the two top 10 lists, here they are:
What not to do in e-mail. Don't:
Now that you know what not to do, here's a recap of what you should do. Do:
There you have it! Now you can print this out and use it as a checklist for success.
Jeanniey is off today. This column was originally published on June 7, 2010 on ClickZ.
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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