With the recent end of another challenging yet growth-filled year for most email marketers, 'tis the season to take a deep and close look at your successes and failures within the email marketing universe.
Like most key areas in your business, it is productive to be honest with yourself and review what is working and what needs to be improved. With email marketing always changing, why not use the beginning of the year to evaluate your overall strategic and tactical email marketing operations?
An audit of your email marketing operations is a relevant and timely process for most marketers, and we have dug deep to get insight from some of the leading email marketing experts in the country. Our email marketing experts -- some of them, like me, regular iMedia Connection contributors -- are:
Reid Carr, President of Red Door Interactive
Jeff Hilimire, President of Spunlogic
Bill Nussey, CEO of Silverpop
Scott Preacher, Vice President at Avenue A / Razorfish, Atlanta
Tricia Robinson, Chief Marketing Officer of Accucast, Inc.
Isaac Scarborough, Manager of Market Intelligence for Chapell & Associates
Our purpose in this iMedia In Focus is to gather helpful tips and thoughts on how to make 2006 the best year yet for your email marketing programs.
Here are the topics we'll be covering:
Usability and your Email Program
Revisit Text versus HTML
Using Footers and Headers
Slice, Dice & Add to your Portfolio?
Do a Creative Audit
Test, Test & Test Again
Relevance: the Most Important Target
Conclusions: Going Further
Let's dive in.
Author Notes:G. Simms Jenkins is Founder and Principal of BrightWave Marketing, an Atlanta-based email marketing and customer relationship services firm. He has extensive relationship marketing experience on both the client and agency side. Jenkins has led BrightWave Marketing in establishing a large client list, including marquee clients like ACS, BellSouth, CoreNet Global and GMAC Insurance. BrightWave Marketing has become a leader in the Email Marketing outsourcing space by using their expertise in strategy, design, list management, segmenting, campaign delivery and analysis. Jenkins has been recognized by many media outlets as an Email Marketing and CAN-SPAM expert. Prior to BrightWave Marketing, Jenkins was Director of Business Development at two high-tech start-ups and headed the CRM group at Cox Interactive Media, a unit of media giant Cox Enterprises.