More, More, More! - E-mail That Is!!

All too common is an e-mailer’s sentiment that “E-mail is cheap! We can touch our customers and prospects many more times at a much cheaper cost than direct mail, social media, public relations or advertising. With budgets so tight, we’d be crazy not to put it all into e-mail!”

Wrong, wrong and wrong! E-mail can be a very expensive proposition when done wrong. You can lose customers, prospects, credibility, not to mention that you can easily get blacklisted by major ISPs (Internet Service Providers) and corporate networks. E-mailing irrelevant, inferior and inappropriate messages over and over again to compete for your audiences’ attention can cause permanent damage to your company’s brand reputation. The road to recovery will be long and arduous, guaranteed, and you may never earn the attention of your original audiences again.

For your e-mail marketing efforts to be effective – successful from a business, marketing and sales perspective – your communications must entertain, inform, educate and then, sell.

Excerpt: Tips for E-mail Marketing Success: Quality over Quantity