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Thursday, 20 December 2007

Email creativity


What's the most important element in a successful email marketing campaign?

This was a question recently posed to me and I found myself going backwards through a list in my mind similar to the following - relevant content, personalisation, design, tailored subject line, maximising deliverability, permission and data quality. In the end the reason why email marketing is so difficult to do well is that every single one of the above can make or break your activity.

If your permissions are poor people will not respond, if your email is not technically correct it will not make it into inboxes and if your content is poor your response rates will suffer. Email marketing is so much more than tactical emails sent off as and when you have something to say.

This may be the last post of the year and so we wish you all a Happy Christmas and a great New Year.


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