Every business understands the benefits of e-mail marketing: it’s inexpensive, it’s fast and it’s trackable. But surprisingly few businesses have a thoughtful e-mail marketing program, and even those who do often think more about themselves than their audience. If you’re going to send customers an e-mail, there should be some real value in every one. Maybe it’s a private sale. Or advice on how best to buy or use a product or service. Or practical information that relates to what you offer. Or how to get more from a product or service. Before you hit that “send” button, always ask yourself the same questions. Would you open this e-mail if it showed up on your in-box? Would you read it? And would it draw you closer to the company that sent it, or leave you annoyed with them?
