24 Responses to 3 Good Reasons Email Marketing Must Be Part of Your Digital Marketing Plan

  1. Chris Paulsen September 30, 2010 at 4:58 pm #

    That’s interesting data on the habits of US Consumers. An e-newsletter sounds like a great idea for my business. Thanks for sharing.


  2. Keyuri Joshi (on the ball parent coach) September 30, 2010 at 6:08 pm #

    I have mixed feelings as I read your content. I agree and enjoy the periodic email that offers great value either in content or a discount. I have a real problem with email marketing being overused and becoming email harrassment. What kind of parameters should be used in how often to “pitch” the customer?

  3. Diane September 30, 2010 at 6:48 pm #

    Email marketing can be a boon if the content is valuable. But it is so often overused. I get tired of reading frequent emails just to find the one message of interest to me. I eventually stop reading all together.

    On the other hand, a less frequent but regular campaign with great content is always welcome.

  4. Catherine Lockey September 30, 2010 at 7:22 pm #

    I feel the same way Keyuri. All email by law is opt-in opt-out. Personally, I think more than once a month is overkill but studies show that once a week is quite good for some businesses.

  5. Rosanne Dingli September 30, 2010 at 7:28 pm #

    Yes, but how do I stop it from seeming like spam? How do I generate a list of interested readers?

  6. Shane September 30, 2010 at 7:32 pm #

    That really makes a lot of sense and something I will need to take a closer look at. Had not considered email marketing at all, so thank for the advice.

  7. Catherine Lockey September 30, 2010 at 8:17 pm #

    Rosanne, you send out an invitation to opt-in. Your responses to your invite will be the start of your list. In addition, there are a variety of creative ways to market your e-newsletter and inspire more opt-ins.

  8. Jeannette Paladino September 30, 2010 at 10:12 pm #

    If you start an email newsletter, you need to be consistent. Your subscribers will come to expect it on a timely basis. It’s a big commitment of time — and the content needs to be compelling otherwise it will simply annoy people.

  9. Susan Oakes September 30, 2010 at 10:41 pm #

    I recently started an email newsletter and found it has definitely helped business. As Jeannette said you need to be consistent and desired by the subscribers, so after feedback I just send a short action tip each week.

    What does annoy me is when you sign up then they send a couple emails to you and it stops. You only hear when they are pushing a product and this is done by some who are well known. It would be okay if this was said upfront so the subscriber knew what to expect.

  10. Keyuri Joshi (on the ball parent coach) October 1, 2010 at 5:45 am #

    I like those parameters! Thanks Catherine!

  11. Catarina Alexon October 1, 2010 at 10:10 am #

    Catherine this was an interesting article. Personally I’m sick and tired of all the spam I’m getting from companies that I have never even heard of. Some of them you can opt out of.

    Probably sending out an invitation to opt in is the key to succeeding. If you do that I can see how e-mail marketing can be useful and get results.

    Pity all these companies sending me emails never asked me to opt in. By the way, Linkedin connections is a major source of the spam I’m getting.

  12. Catherine Lockey October 1, 2010 at 10:53 am #

    Hi Catarina – All spam is tacky. As you’ve written on your blog, we’ve become a consumer based society. Each person matters. Each person has a voice. Spamming even one person can result in a wave of social media criticism so my advice to all who send email marketing is to be sure your recipient wants your email. Linkedin spam is just as annoying and inspires a disconnect.

  13. Dennis Salvatier October 1, 2010 at 3:38 pm #

    Catherine, I enjoyed your post and I’m glad you mentioned design since it’s always important to consider that in any form of marketing. I also liked how you focus on sharing information. Nothing kills a potential sales quickly like blatant selling. I like your clear and concise way of posting. Useful information in small chunks always wins.

  14. Julie Weishaar October 1, 2010 at 10:18 pm #

    Catherine, I definitely agree that email marketing done correctly is very valuable. The challenge becomes how to make sure we are providing value to those who are interested in it in the most creative and compelling way.

    Catarina, I also am getting tons of spam emails from Linkedin and it does bug me. One company in particular sent me the same spammy email several times a day for several days in a row. I sent back a message politely asking them to stop and then when it continued, a not-so-polite message.

    What are your thoughts about video email?

  15. Catherine Lockey October 2, 2010 at 10:07 pm #

    Why thank you Dennis. :)

  16. Julie Lichty October 5, 2010 at 7:12 am #


    I totally agree with your message; virtual communications are powerful. So many services, mine included, deliver high quality, measurable results virtually. Clients know value and credibility when they see it (in person or via the web) whether it be products, services, or virtual communications. If we’re serving our clients virtually, it only makes sense that we communicate key messages the same way.

  17. Catherine Lockey October 5, 2010 at 10:08 am #

    Nicely said Julie.

  18. Paul Novak October 6, 2010 at 10:47 pm #

    Personally, I opt into very few newsletters. The few I do sign up for have a couple of related traits.

    They are highly focused on a subject that interests me.

    They consistently provide content that is not only useful and relevant, but entertaining as well.

    I dump those that….

    Insist on using exclamations after every statement as if it is something new and exciting.

    Make a sales pitch with every newsletter.

  19. Sherryl Perry October 16, 2010 at 3:05 pm #

    I used to be a recipient of a large number of emailed newsletters. I thought it was a great way to receive information. Once I started actively participating in blogs, I now get inundated with follow-up comments. A lot of them, I quickly unsubscribe from but generally, I find them extremely valuable. Since, I can only keep up with so much email, blog updates have replaced newsletters for me.

    I have 2 email subscriptions left. Both of them are formatted attractively with multiple topics organized in a way that I can quickly spot anything that may interest me. They have blurbs and links to continue reading it online. I think companies need to adapted their newsletters to look more like web page to compete for my attention.

  20. Mari-Lyn October 23, 2010 at 9:47 am #

    I would agree that some marketers overuse e-mail marketing, this happens mostly to once someone subscribes to their list.

    Honestly, it’s all in the message that is why you would have better results with e-mail promotion/marketing. Now there is video e-mail, this is truly a personal message that means more and you do have better results. It’s still depends on the message, what are you saying?

  21. Catherine Lockey October 23, 2010 at 7:00 pm #

    @Mari-Lyn I agree many people overuse email marketing. Just yesterday I unsubcribed from a PR professional’s list because she was emailing me almost every other day. It’s always best to tell your recipients how often they will receive your email if they subscribe. As far as video email goes, I would like to see research regarding its value before commenting.


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