Adding Value to In-Boxes

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?