DISQUS

dalelarson · 11 months ago

Good to point out some of the pitfalls of doing it yourself and ways to avoid them. As someone who's worked in a direct marketing agency handling email for clients, I can say the best approaches have less to do with whether it is in house or outsourced to specialists, but whether the client (and agency, if involved) have the right attitude in how they handle the whole process managing a list and mailings to it.

Perhaps the most important rule is the Golden one. Ask yourself how you would want to be treated as a customer or prospect and act accordingly. Make sure each time you send something that you can clearly answer the question "what value does this email provide to each and every recipient?"

Ken Yeung · 11 months ago

@dalelarson - I agree...one of the things to avoid is making sure that your message is heard. Make sure that your marketing speak isn't going to burn your audience. Don't send out an email to your audience just to stay in touch. Ask yourself what value THEY will receive. Very well said.