As an entrepreneur with a vested interested in email, not so long ago I’d argue with anyone that email marketing wasn’t a commodity. A recent conversation with an industry colleague changed my perspective. Looking at Merriam-Webster, a commodity is a ‘mass-produced unspecialized product’. By that definition, the sending of old-fashioned email blasts is clearly a commodity. Everybody can (and likely does) do it.
In order to separate your email from the pack, your email strategy needs to cover the entire process. We’ve tried to provide some tips to improve each step:
- audience selection
- technical deliverability
- timing and cadence
- attention-getting subject line and abstract
- relevant and meaningful content