While the blogs we highlight are a great resource for email marketers, you might also benefit from the more in-depth guidance of downloadable whitepapers. Companies have discovered the marketing advantage of offering free whitepapers to prospects, and some of those papers are worth a look. ExactTarget's One-to-One Marketing Field Guide Set, for instance, contains scenarios for the implementation of email, text, voice and landing-page strategies. Here's a sample of the advice it offers:
Create loyalty clubs. Your best customers will appreciate VIP treatment that includes exclusive email offers and rewards based on the size of their purchase. "By rewarding subscribers who are actively engaged with your company," says ExactTarget, "you significantly deepen their relationship with you." In the process, you'll generate incremental revenue and repeat business.
Solicit email feedback. "If the popularity of blogs, Twitter and other forms of social media has taught us anything, it's that customers like their opinions to be heard!" Encourage customers to use email as a feedback channel: you'll not only gather valuable information regarding what they like and don't like, you'll let them know how much you appreciate and respect their opinions.
The Po!nt: Grab those free insights. Today's whitepapers can provide a comprehensive view of the email marketing landscape. We'll keep an eye out for new ones for you.
Source: Exact Target. Download the whitepaper here.
by Christina "CK" Kerley
