When you start a project in the eMarketing space, start from what is simple, something that you understand. On the Internet, often the simplest ideas have the most power.


Insight
Email, one of the most basic and simple technologies of the Internet is still one of the most powerful tools that any marketer can deploy in a campaign.

How to apply
Of course the technology being simple doesn't mean that you don't need to have a smart and well-thought strategy to make your email campaign work. Here are a few simple steps to get started on an email campaign that allows you to measure impact and ROI:

1. Start with an eNewsletter: plan to write a regular update for your friends, prospects and suppliers
   
2. Build a permission database: use your website to invite people to sign-up and communicate to them about your products and services. If possible, avoid purchasing a list from databases – this rarely works and often backfires. And always encourage people to forward your email to a friend by adding a button on your communications.
   
3. Prepare email with - a good subject line, clear, short and compelling content
   
4. Keep the design simple – HTML design is not always useful. We found that simple emails (without layout and graphics) often deliver better results than graphically designed ones.
   
5. Measure the results of your campaign (how many people clicked to open your e-mail or on a link inside).
   
6. Innovate within a simple framework. You can easily start introducing simple innovations in your email newsletter, from a podcast (sound file) to a video so that people can get more information and a better feeling for who you are and what you do.
   

Once you get comfortable with this tool, you can start a step-by-step process of introducing more sophisticated elements to your email campaign, from automated responses, to one-to-one marketing.

Sources & References
Permission Marketing by Seth Godin
http://www.fastcompany.com/online/14/permission.html
http://www.sethgodin.com/permission/
Email marketing to your own list (newsletters, sales alerts, autoresponders)
http://www.marketingsherpa.com/search.cfm?contentCode=thd
The laws of simplicity
http://www.amazon.com/Laws-Simplicity-Design-Technology-Business/dp/0262134721
http://weblogs.media.mit.edu/SIMPLICITY/
ZN eMarketing Agency can help you set-up your eNewsletter approach and implement it
http://www.zn.be


Other Useful Resources:
1. Email Design and Deliverability Tips
http://www.spinnakerpro.com/emaildesigntips.html

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