E-mail marketers are bombarded with advice about what they should be doing to navigate the tough waters of these difficult economic times, but few are given pearls of wisdom of what not to do in the current climate.
Don’t do business as usual. The traditional outlook is that e-mail is a cheap way to do business, and marketing managers only think about the next tactic they should take. In this market, managers need to think like a businessperson and look at the bigger picture.
By focusing on a company’s overall e-mail strategy instead of devising the next cool campaign, marketing managers should be able to demonstrate to upper management that they are focusing on return on investment, which is essential in today’s environment.
A handful of tips of what not to do right now: