How Marketers Should Create Email Marketing Messages: Part 1

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Email marketing isn’t new or as buzz-inducing as other marketing channels like social media, but it’s still a reliable and effective weapon in marketers’ arsenals.

Email marketing

A recent StrongMail survey found that 55.5 percent of business leaders plan on boosting their spend on email marketing in 2013. Meanwhile, ExactTarget notes that nearly 8 in 10 consumers say they prefer receiving permission-based marketing messages via email than via any other marketing channel, and that the medium boasts an ROI of $28.50, the highest of any marketing conduit.

For marketers who don’t have a robust email marketing program in place, or for those whose email campaigns are in need of a reboot as 2013 nears, we’ve amassed a treasure trove of advice and best practices straight from the experts. This is part one of a two-part look at the important principles and habits marketers should adhere to when creating their email marketing messages to generate leads and compel desired actions.

Lists and segmentation
“Not all customers or recipients are created equal,” says Paige Tintle, marketing manager at TheLadders. “Is this a long-term customer, a high-value purchaser, a female, an organic lead? Personalizing and delivering relevant messaging to that particular customer will pay off in the long run. In addition, having to think about what you’re sending, why you’re sending and to whom will keep unnecessary emails from ever being sent.”

Daryl Colwell, vice president of business development at


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