(I wrote this article for D4 Creative Group. Full article posted on D4creative.com)
I receive between 350-400 emails per day. Many of which I will never open. However it was an email today that stood out; albeit for the wrong reasons...
Have a Defined Strategy: Within email marketing you should have a defined goal. Are you hoping to create a sale opportunity? Do you want to increase loyalty among your customers? Will your content demonstrate thought leadership? In the above example, the person attempted to engage with me by asking if I was the appropriate person within the agency to target and then without providing any value other than (brand) name-dropping immediately attempted to sell to me.
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