E-Mail-Maketing: Zurück zu den Grundlagen

From time to time I am asked to focus my email marketing blogs around simple basic advice which I can pass on to the marketers who read them. For this week's offering I was about to produce a small tightly worded list of some important basic concepts, "subject lines", "pre-headers" etc, instead I decided to go deeper with some quotes and comments by other, respected email marketing bloggers. Read on...

What the email marketing bloggers say

"Above all else though, I come back to my earlier point – create a new language, no marketing or sales pitches/terminology, none of the usual “catchphrases.” Do something completely radical and different with your approach – it’s the easiest way to stand out amongst the mass of trash emails that we receive every day."
Sophie Danby global operations manager Ovum

Wise words indeed from Sophie. Back to Basics isn't just a reiteration of ensuring certain sections of your email follow best practises, such as great subject lines and inspired calls to action. These are of great importance but possibly more so are some other fundamental principles. Sophie's thoughts on the removal of both email marketing technical and sales jargon are powerful and valid. You are attempting as near a personal contact with the reader as is possible via bulk email, yes to sell a product/ service but also to create a feeling of community, of belonging to your company's list of favoured clients. Nothing will be guaranteed to destroy that delicately created relationship than a dose of "marketing speak".