Chapter 20. Developing an Email Marketing Campaign

When you have your list of names and email addresses assembled, it’s time to put that list to good use. That means developing your email marketing campaign(s)—figuring out what to email to your customers and how.

Deciding What—and When—to Promote

How you use your email mailing list is entirely up to you; different companies, even in the same professions, do different things. And it isn’t just a matter of choosing which products or services to promote. There are different strategies you can employ about which types of mailings to send to specific types of customers—and how often. Let’s look at a few of the most popular.

Promotional Blast

One of the most common types of promotional email is ...

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