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This year marks the 20th that I’ve been working in the email industry. I thought it might be a good time to codify some of what I’ve learned over that time about what makes an excellent email marketing program. The best programs do many of the following:. Understand subscribers’ context and give them what they need: The most successful programs understand the “state” of subscribers and provide the information and utility that they need at that moment. Are they gathering information to make a considered purchase? Are they in the middle of a business trip and need some ideas for dinner near the hotel? Is it time to replenish a previous purchase? These programs then provide the appropriate materials for this context. Full story

23 April