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The Real Reason Your Email Marketing Is Insufferable

by Josh Nason  |  
February 28, 2011

In this article, you'll learn...

  • Why you shouldn't give up on email marketing
  • Five ways to effectively use email

If you bought a nice car two decades ago, would you expect it to still run well if you put in minimal maintenance?

What about that house you bought two years ago? Lots of work, right? But if you've put time and care into it, you are likely proud to show it off when friends and family come over in the summer to eat hot dogs and burgers.

Then why do you not put in this same time and effort into your email marketing?

It amazes me that some companies drop email marketing because it doesn't yield results or because it's too time consuming or expensive. Yet, they'll waste time and money on print ads... and wonder why their sales are stagnant.

It's pretty simple: Your email marketing is insufferable because you don't care about it.

If you do care, you'd do the following five things.

1. Use a real ESP (email services provider). If you're still sending emails from Outlook, give up. That is the equivalent of using dial-up for your Internet connection—and you'll deal with all manner of deliverability issues, lack of metrics, and blacklisting problems. Yes, you'll have to pay for a real ESP—but it's worth it.

2. Build a real template using a knowledgeable HTML pro. Generic templates often look like generic templates, so why are you using them? Your business is unique, so why squeeze yourself inside someone else's creative box?

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Josh Nason is the inbound marketing manager at Dyn Inc., an infrastructure-as-a-service company that specializes in enterprise DNS and email services. Follow him at @joshnason, @dyninc, and @sendlabs.

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  • by Roanne Parker Mon Feb 28, 2011 via web

    Josh, I just wrote a post along the same vein - email newsletters are still so effective and under-utilised, and there is a simple formula to make them achievable for any organisation:

  • by Georgia Christian Tue Mar 1, 2011 via web

    Hi Josh, so glad that you posted this. With the rise and rise of social media over the past year or two, email marketing has been somewhat neglected. Truth is though that it still delivers one of the highest ROI's over any other e-marketing tactic.

  • by Patrick Zuluaga [PMZ Marketing] Wed Apr 6, 2011 via web

    Keep in mind that the content has to be relevant and interesting to the recipients. Don't forget to use the AIDA technique: Attention, Interest, Desire, and Action. Lookup for information on AIDA.

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