Online Business Blueprint: Email Marketing Blunders

Just stumbled across a fantastic report by MarketingSherpa (passed on by my colleague, Chris Knight) of the biggest email marketing blunders.

Mistake #4. Frequency Decisions Made for the Wrong Reason

I don’t know about you but sometimes I’ll receive an eZine and wonder when I signed up for it.  Or worse, I’ll receive a favorite ezine on an erratic schedule and then they drop out of sight for a few months, only to resume again on their erratic schedule.  My favorite types of emails are those that can be read in a minute or less!

Chris reminds us: Most email newsletter frequency decisions are made for marketing convenience before member consideration. Folks, quarterly is not enough if your goal is to be as effective as possible…and you risk losing momentum or worse, your members forget who you are and why or if they really subscribed to your emails.

I’ve always believed that email newsletter publishers should DOUBLE their deliveries and cut their content in half. No one has time to read 4-15 features or articles per newsletter…so reduce the content volume and increase your frequency.

P.S. Don’t forget http://www.youtube.com/watch?v=VBLJUIXhntw

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