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Four Ways to Revamp Your Email Marketing Program

April 6, 2011  

"If you bought a nice car two decades ago, would you expect it to still run well if you put in minimal maintenance?" asks Josh Nason in an article at MarketingProfs. "What about that house you bought two years ago? Lots of work, right?"

Well, your email marketing program requires upkeep as well, Nason notes: If you don't take care of it, it won't take care of you.

According to Nason, a basic maintenance plan must include action steps like these:


Hire an ESP (email service provider). "If you're still sending emails from Outlook, give up," says Nason. "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." In other words, the cost of an ESP is worth it.

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Comments

  • by Kostadina Thu Apr 7, 2011 via web

    Personally, I think that the most important thing when it comes to e-mail marketing, particularly newsletters, is to NEVER EVER SEND THE SAME CONTENT. Even more so when it is supposed to be a hot tip like this one. I was very happy with the e-mails I got from you for the last couple of months, although when browsing the site one can easily realize that some articles are older. Well, I think that was the subject of a previous newsletter - reusing old content - but I presumed it should only be done when the usage is slightly different. Certainly not by resending the same newsletter, obviously assuming that none of you subscribers is actually reading and following them. And everyone looks like a fool in the situation - you for asu-me-ing and me for obviously being so stupid to actually read the newsletters you bother to send in between the obvious ads, meant to get the subscribers to buy something or attend a conference or whatever. The Po!nt: don't preach what you cannot deliver;

    I realise you will not publish my comment, but I do hope you will take it into consideration.

  • by Mariya Thu Apr 7, 2011 via web

    Totally agree!!!

  • by Ann Handley Thu Apr 7, 2011 via web

    Hi Kostadina:

    Thanks for your comment. For the record, this article is not the "same" content as the article it's based on. Rather, it's a distilled version of the key points in a previously published article.

    We do that from time to time -- usually when the article was particularly strong, and we want to re-emphasize its points for those who might have missed it completely, or glanced over it. Typically our "short take" articles point to content outside of MarketingProfs; but sometimes we reference ourselves.

    As a side note: I wish all of our readers were as attentive and in-tune with everything we publish as you are... but clearly not everyone reads MarketingProfs as closely as you do. That's a wonderful thing -- and I thank you for it. I assure you -- it has nothing to do with thinking anyone is clueless or stupid; rather it's about emphasizing good content in new and (in this case) more digestible ways. I like to think of this as "reimagining" content, not simply recycling.

    Thanks again for chiming in. We appreciate it.

  • by Dhana@Loyaltics Thu Apr 7, 2011 via web

    I have always found ESPs are mandatory if we have to measure and track our progress with email marketing !

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