There's a new revolution, and it is called the "8 R's of Email Marketing Success". Ok, well perhaps it isn't a revolution - I'd be happy with an evolution. In 2005 I wrote an article, "22 Imperatives for Email Marketing Success", which I still stand by. But in hindsight, 22 of anything are just too many activities to get your arms around. So today we bring you the slimmer, trimmer version of things email marketers must do to be successful.

Here is an overview of the 8 R's - everything a marketing organization needs to improve the performance of its email marketing program: 

1. Requested: Permission - a successful email program starts with a list of subscribers who requested to hear from the company.

2. Relationships: Building trust - email marketing is about building long-term relationships with customers and prospects.

3. Reputation: Sender reputation - ISPs use a company’s reputation to determine whether to deliver its messages to the inbox, the junk folder or not at all.

4. Received: Inbox delivery - if an email is not delivered to and received in the inbox, the chances of it being read are slim.

5. Rendering: Correct HTML code, blocked images, preview panes - those who design messages that render correctly avoid sending emails that many recipients can’t actually see.

6. Relevance: Segmentation, great content and value- sending personalized and relevant content, at the right time and frequency, meets recipients’ needs and gives them a reason to read your emails.

7. Reporting: ROI and metrics that matter - CEOs expect marketers to measure performance against business goals and report how email contributes to the success of the marketing mix.

8. Resources: Who is your email maven? - marketing organizations often lack email-marketing resources, and need help building the right team or leveraging outside experts.

For an in-depth look at how and why marketers should use the email channel to foster long-term connections, read the white paper “Relationships: A Guide to Acquiring & Retaining Email Subscribers”.

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Related Resources:

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• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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