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 #6. No Real Interactivity

This one is another area that is overlooked by many email marketers.  I find that with the clients I work with, they have a love / hate relationship with metrics.  Either they love them and dedicate an hour a week to examining all their metrics or they hate ‘em.  The response to your email campaign is a key to its effectiveness.

Chris reminds us: I often judge how well I’m doing with Ezine-Tips with two metrics: How much did page views spike the day of a mailing and how many replies to the from: field of the email did I receive? In another newsletter I produce, I judge interactivity by how many blog comments are left or how many leads did it generate.

Never neglect the email replies (or the challenge/response responsibilities you have) from every mailing. NEVER use noreply@ for your FROM: field. That’s crazy.

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