What’s On the Minds of Email Marketers
Focus on building long-term relationships with your subscribers. Change your metrics to measure engagement and subscriber value, not list size or how many people bother to unsubscribe. What drives the business is response, sharing and continued activity.
Defy internal pressure to abuse the channel by sending only what's relevant. Work hard to customize content and contact strategies to meet the life stages and needs of each key segment. Ensure that your email program contains content that's right for the channel. Don’t duplicate with Twitter, Facebook or LinkedIn. Make each channel sing with some unique and powerful value proposition. If you can’t think of one for each channel, then you probably don’t need to be in that channel after all. Tie your business goals to subscribers’ happiness and success. They'll reward you with response, revenue and long-term subscription.
Thanks to all who participated in the virtual event and my chat session! For everyone, let me know what you think and please share any ideas or comments below.