When you're in the campaign trenches and knee-deep in metrics reports, it's easy to lose sight of some broader issues concerning your approach to email marketing.
Here are some reminders to help you step back and reevaluate your efforts.
1. Don't let legislation drive you to distraction
Compliance with anti-spam legislation is (obviously) critical to email marketers. But don't let it distract you from other key marketing issues. Otherwise, it's like ensuring your restaurant conforms to food hygiene regulations and then forgetting to cook meals that people actually want to eat.
For example, the focus on CAN-SPAM compliance led some marketers to forget that recipients and legislators don't necessarily share the same definitions of what's acceptable. Just because the government says it's legal to send the email doesn't mean you should.
Legitimate email marketing was always based on the concept of permission. Successful email marketing is still based on that premise, not on simply meeting some legal requirement.
That means relevant, valuable emails sent to people who asked or agreed to get them. We would all do well to go back to some of our email marketing primers and remind ourselves of basic permission issues.
2. Revise your understanding of what email marketing covers
Mark Brownlow, Ph.D., is a writer, traveler, and footbal (soccer) fan (www.lostopinions.com).