Email is easy...marketing isn't

Most people can chat comfortably with another person without giving it a second thought. But place that person in front of an audience of a dozen or more and we are talking of a very different dynamic. In fact, we’re talking of group dynamics. This is why public speaking ranks as the number one social phobia in North America!

It’s similar with email. We all do it, but as soon as you use email for mass communications (email marketing), different rules apply. Like a good public speaker, you must carefully research your audience’s needs, plan what you’re going to say and then somehow make everyone in the crowd feel like you are talking exclusively to them.

Excellent email marketing takes the skill of an editor, the discipline of a direct marketer and some serious IT expertise. But it’s really about mastering two things - dialogue and delivery:

Intelligent Dialogue – Small talk is always easier than intelligent conversation. The problem is that people don’t tune in for long unless the dialogue has some relevance for them. This takes a thorough understanding of your audience.

Reliable Delivery – Message quality means little if it can’t be delivered. Email infrastructure has become increasingly complex in response to major factors of abuse such as spam and viruses, requiring constant vigilance to ensure delivery.

Email marketing is easy if you build the processes, observe the best practices and commit to the discipline.