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Guest post by: Glenn Ebersole Become an Author

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The use of email marketing continues to grow and we are almost assured to receive multiple email marketing messages every day. Think about those email marketing messages you receive. Some of them are annoying, an insult to one’s intelligence, totally irrelevant to you and your business or organization, arrogant, or sometimes very offensive. Your Strategic Thinking Business Coach emphasizes that one needs to be very sensitive to the use of email marketing and needs to think strategically about the who, what, when, where and why relative to marketing emails that are sent. Here are nine (9) recommended strategic actions to take to help ensure successful use of email in your marketing.

Strategic Action #1: Be honest!
Never be deceptive or dishonest with your subject line and always provide your full signature line with contact information and opt-out instructions.

Strategic Action #2: Always personalize.
Strive to make your email look like an email that the recipient would receive from someone they work with or know. Use a personalized opening to your email and include your signature line.

Strategic Action #3: Provide multiple options to respond.
Strive to make a response to your email as easy and comfortable as possible. Give the recipient several options to respond, such as: reply to the email received, go to a website, or a telephone number where they can call you.

Strategic Action #4: Select a dedicated domain name for responses.
It is more effective to use a dedicated domain name for responses to marketing emails, instead of your main website domain name. This also facilitates any tracking you do with your marketing emails.

Strategic Action #5: Follow-up promptly and professionally.
Commit to being vigilant about promptly following-up with a response that is received from your marketing email. An immediate response is the most impressive and effective and you should be set up to do that.

Strategic Action #6: Be creative.
The subject line is your headline and you need to be creative here, without being deceptive or offensive. Think about what will catch the attention of the email recipient and ensure they will open your email.

Strategic Action #7: Tailor/customize your email.
Use different subject lines and content in your marketing emails and “test” which works the best. Make your marketing email relevant to the individual recipient.

Strategic Action #8: Strategically time your sending of marketing emails.
The timing of sending marketing emails is something that requires being very conscious of the time, date, day of week and frequency of being sent. For example, Tuesday through Thursday is the best delivery time frame for B2B emails. And the best time on those days is within working hours. If you are doing a large email marketing campaign, you may want to consider sending out the emails in batches instead of all at one time.

Strategic Action #9: Avoid the Spam caches.
Research the major spam caches parameters and use that knowledge to avoid having your marketing email end up in a spam folder.

Your Strategic Thinking Business Coach recommends that you use strategic thinking to plan the effective use of email in your marketing endeavors so that your rate of success will greatly increase.

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