Decide how best to attract targets (this helps drive t email lists australia ouchpoints: in-store, on-site, via phone, etc.) Get their attention (evaluate and test creative, content, subject lines, etc.) Look End-to-End: It's critical to consider all of your marketing in terms of a 360-degree view of the customer lifecycle and devise your strategy with an overall, full-cycle approach in mind. fits in terms of: Opt-In Welcome Approach Touch Points Preference Gathering Activation/Purchase Opt-Out/Down Re-Engagement After Chris presented his excellent strategy framework, Dela Quist of Alchemy Worx took to the mic for a presentation he called "Fear & Self-Loathing in Email Marketing.
While Dela's presentation didn't quite fit the "how to" billing of the session, it was incredibly interesting and provided lots of great takeaways. His primary message was that email marketers often get beat-up and made to feel guilty because they're all looked at as spammers (even though most aren't) and the key performance metrics of open rate and click-through rate for individual mail campaigns are grossly misleading in terms of measuring effectiveness. Dela can be a somewhat controversial guy, but I found him to be an engaging presenter and much of what he said really made me rethink how I want to formulate and evaluate elements of my email planning and strategy: On how email is perceived: Email marketing is the only channel consumers can turn off at will.