Be an “Email” Mastermind

Our co-founder James McLachlan penned a piece for the Campaigner blog on “Three Essential Email Mindsets” for marketers. If we do say so ourselves, the whole piece is – ahem – essential reading.

Here’s an excerpt from the first mindset, “Email Isn’t Just One Type of Communication”:

When marketers see email as one type of communication, they may be attracted to an overly simplified strategy: collect as many email addresses as possible, blast them your company newsletter, and repeat.

Newsletters can be effective, and ESPs like Campaigner make it incredibly easy for marketers to message in this way. But this ease may tempt marketers not to plot more complex customer segments and journeys. Today’s email marketers need to be much more thoughtful.

For one thing, marketers aren’t the only ones emailing a company’s users. A company’s email can serve as a content delivery vehicle, a customer support tool, or an offering of the latest deal. While each of these messages can have effective marketing elements within them, senders should strive to make each email relevant to each reader. Failing to do this fails email recipients in a fundamental way.

Head over to the Campaigner blog to read the full piece, which covers the mindsets that “Email Lists Require Quality, Not Just Quantity” and that “Sometimes, You Need to Know When Not To Send.”

In the end, McLachlan notes, “the most important marketing mindset is to keep an open mind.”

minute read

Popular stories

Products

BriteVerify

BriteVerify email verification ensures that an email address actually exists in real-time

DemandTools

The #1 global data quality tool used by thousands of Salesforce admins

Everest

Insights and deliverability guidance from the only all-in-one email marketing solution

GridBuddy Cloud

Transform how you interact with your data through the versatility of grids.

Return Path

World-class deliverability applications to optimize email marketing programs

Trust Assessments

A revolutionary new solution for assessing Salesforce data quality

Solutions

Validity for Email

Increase inbox placement and maximize subscriber reach with clean and actionable data

Validity for Data Management

Simplify data management with solutions that improve data quality and increase CRM adoption

Validity for Sales Productivity

Give your sales team back hours per day with tools designed to increase productivity and mitigate pipeline risks in real-time