E-mail Strategies and Tactics Exposed: WashingtonPost.com
An Insider’s Look at Exceptional E-mail
That said, as with all newsletters, the Post can go further and do some things better. With that in mind, I would offer the following advice and suggestions:
- Use alt tags. These tags allow readers to understand content when images are blocked.
- Offer community and participation opportunities. Introduce polls, and highlight more participatory opportunities, such as message boards online where engaged readers can continue the conversation or check out what other readers have to say. This is particularly important with topics that attract a passionate following, as is the case with politics and sports.
- Embrace the social Web. Give users the ability to share, e-mail and post stories quickly and easily to their social profiles, blogs, social bookmarking or content-sharing sites. By seamlessly integrating those capabilities, WashingtonPost.com no doubt will see traffic soar. And as always, don’t forget that all forward-to-a-friend campaigns must comply with CAN-SPAM requirements. Nice job WashingtonPost.com.
Michael Della Penna is co-founder and executive chairman of the Participatory Marketing Network, a new industry association dedicated to helping marketers transition from push and permission marketing to participatory marketing. Reach Michael at email@example.com.