Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level

Chapter 3 Review

• While many marketers believe that reach and frequency are the best ways to compel people to act, relevancy of the message is still the best way to compel action.

• Reach and frequency tactics may make your organization money in the short term but can sabotage longer relationships due to general distrust after receiving irrelevant messages one too many times.

• Just because you have permission to email someone or have a relationship with your audience does not mean you are free from being interpreted as a “permission spammer.” Again, relevancy is your only safety net.

• Try to rid yourself of the term “campaign.” The purpose of a campaign is to convince people to buy or do something. The purpose of a relationship is to maximize Lifetime Value.

• Understand that email can present a catch 22 at times: It is so easy to execute, it takes very little time to get a message out the door; it is so easy to execute, it is very easy to throw a thoughtless message together and get it out the door.

• Remember that quantity means nothing. Quality of your messages means everything!