We all know that building, grooming and maintaining mailing lists takes an investment of time and creativity.  I found this article on Email Open Rates from Campaign Monitor valuable to set expectations with our clients.

A couple of tips:

1) Start by figuring out what you are trying to accomplish i.e. Create brand awareness, improve annuity revenues

2) Decide on the vehicle for communication - blog, Twitter, discussion group, email

3) Build a communication model and a project plan to execute the model for the desired outcome

While it seems fairly straight forward, it can be a challenge to cut through #1 and #2. #3 is much easier and we’ll cover modeling in more detail in future posts.