There's no doubt that the rules of email are changing for all marketers. With the rise in popularity of email in the 90's, people quickly latched on to it as an effective way to promote their products and services. Now with people increasingly protective of their inbox and new channels of distribution gaining greater acceptance, some are declaring email dead.
Busting out of the Inbox, a whitepaper from Right Now Technologies, isn't declaring email dead, just the old way of sending it. The way to succeed is by using 1to1 email marketing.
"The new rules of 1to1 email marketing share a core attribute: they are customer-centric. This means they take an outside-in-perspective, from the vantage point of the customer rather than the company; and second, they recognize that the value a company creates must come from current and future customers."
To accomplish this, Busting out of the Inbox offers five rules:
- Build Your Reputation, Not Your List
- Don't Just Segment...Microsegment
- Use Email to Enhance the Customer Experience
- Get Creative to Drive Engagement
- Consider the Cost of Non-Responders
Best of all, each of these rules comes with several suggestions for taking action, so you can improve your email marketing right away. I thought the whitepaper was very well written and while going through it jotted down a couple of notes to improve my own email techniques.
Busting out of the Inbox: Five New Rules of 1to1 Marketing can be downloaded here. There's a form you have to fill out, but if you want to go the extra mile you can Google the title and download the PDF without giving up any information.
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