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All About Email - The Last Word in Email Publishing

Monday, May 21, 2007

More haste, less speed

It's one of those old sayings that does not appear to make sense, but it means slow down, plan, and you'll get where you want quicker.

Email is like that. It's so easy to send an email, that you want to just do it. You have an audience database, you have a message to send to them, and you have access to a broadcast email programme, so why not go ahead and send it?

There are many reasons; email is a conversation, and future conversations will be based upon past ones. If you plan to use email regularly to communicate with an audience, then each message must ensure that they want to read your next one.

So take a step back, ask yourself some pertinent questions, and then plan a communications strategy.

As I have said before, email is a noisy marketplace. Lots of people are competing for your audience's attention. Your aim is to get, and keep, that attention. So your strategy must be formulated around the principle of saying what you want to say, when you want to say it, in such a way that it is delivered as what they want to read, when they want to read it.

To be a successful deliverer of information, you must first understand the perspective of the recipient.

What is interesting to you may not be to them. What you perceive as regular communication may be seen as over-frequent.

The most commonly made mistake in broadcast email is thinking your audience will read and absorb your email because it is from you.

You as the publisher have to ensure, on each occasion, that your email is worthy of attention - of opening, reading and, if it demands it, of reacting.

An email strategy is not set in stone, but provides you with an outline plan of what you plan to say, how you plan to present it, what reactions you intend to achieve, and how you will use each message to tee up anticipation of the next.

Only when that strategy is in place, should you begin to communicate. If you lose audience attention when communicating by email, it is very hard to win it back.

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