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Email Marketing Disobedience: Six laws of proper e-Newsletter creation, and why you should ignore every one of them

by Gary Levitt  |  
December 23, 2008
  |  13,202 views

Originally published on September 9, 2008

Nobody loves email marketing more than I do. But even I admit that within the grand taxonomy of consumer touchpoints, e-newsletters hold a sorry position.

They're the longwinded busybodies who never get invited to the cool parties. Porcelain-skinned print campaigns turn up their perky, sans-serif noses at e-newsletters' frumpy templates and canned copy. Super Bowl spots kick sand in e-newsletters' bespectacled faces.

Yet, these boxy embodiments of mediocrity move product and build loyalty. Marketing people are aware of this—they've proven it with charts and everything. You need an e-newsletter and you know it.

Before rolling up your sleeves, cranking up the REO Speedwagon, and cooking up some long-form creation-wizard-based love, please review the following six bromides from a recent how-to article phoned in by a reigning email-marketing magnate.


After each, I'll explain how to do the exact opposite so that you can avoid polluting the e-cosystem with mediocre e-newsletters.

1. Share expertise

Wrong—share ignorance. Consider the old Zen adage "the more I know, the less I know." It means the more expertise we have, the more we're dazzled by just how little we currently understand.


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Gary Levitt is the CEO of Mad Mimi in New York and is responsible for tactical aspects of Mad Mimi's development and brand. Gary was born on a remote farm in Southern Africa and went to school with Nelson Mandela's grandchildren; he was also a skateboard pro and champion, and a professional bass player.

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  • by Darin Dixon Fri Jan 2, 2009 via web

    Mr. Levitt, I thoroughly enjoyed your enthusiasm and humor. If nothing else, you reminded me and others that our newsletters need just that, enthusiasm and humor. You brought out a good point about just keeping it real. If all you talk about is how well everything is going and how incredible all your products are, people are going to start assuming that you're sugar coating. If there is one message that is reverberating throughout the world of blogs, it's the importance of keeping things on a personal level. On that note, how's your family?

  • by Michael Webb Mon Jan 5, 2009 via web

    I don't care about Halloween and my readers don't either, yet many marketing gurus, who's advice I pay for, still recommend that I use those as topical content.

    Thanks for providing a better approach!

    MW

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