The Golden Rule

August 25, 2009
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We all know to Do unto others… but I never really considered it applying to email marketing until now. Merritt Colaizzi recently posted 2 key e-mail tips from SmartBrief and her first tip focuses on this rule as a caution to avoid sending too often to your recipients.

Maybe the best caveat to apply to this tip is that your message needs to have a “perceived value” to the recipient, their acceptance of your message goes a long way in their tolerance of your volume/ frequency. Ensure your message value by focusing on the relevancy and timing of your offer – will the recipient think your message is relevant? Ask yourself that with each campaign you create, be a shrewd editor (another of her other tips,) if your message doesn’t pass your initial test revise it, consolidate, personalize and make it relevant.

For the timing aspect, look to implemented triggered campaigns for some of your frequently needed/ sent items – automate requests for more information, welcome, transactional (shipping) and thank you messages. All of these triggered examples factor outside of your standard messaging and are typically viewed separately by recipients because of the cause/ effect type exchange. They


We all know to Do unto others… but I never really considered it applying to email marketing until now. Merritt Colaizzi recently posted 2 key e-mail tips from SmartBrief and her first tip focuses on this rule as a caution to avoid sending too often to your recipients.

Maybe the best caveat to apply to this tip is that your message needs to have a “perceived value” to the recipient, their acceptance of your message goes a long way in their tolerance of your volume/ frequency. Ensure your message value by focusing on the relevancy and timing of your offer – will the recipient think your message is relevant? Ask yourself that with each campaign you create, be a shrewd editor (another of her other tips,) if your message doesn’t pass your initial test revise it, consolidate, personalize and make it relevant.

For the timing aspect, look to implemented triggered campaigns for some of your frequently needed/ sent items – automate requests for more information, welcome, transactional (shipping) and thank you messages. All of these triggered examples factor outside of your standard messaging and are typically viewed separately by recipients because of the cause/ effect type exchange. They will also be great revenue generators for your brand.

Make plans to take part in our Service In Action call this Friday at 2:00 ET, we’re discussing triggered campaigns and how they can play into your overall gold!

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