THE GOOD

Email is fast: Not only does it get to your prospect immediately, production time is limited. We produce most within a 24 hour period.

Email is great for testing an offer: There is no better trackable medium out there and if you are a company doing transactions online you can track your ROI day-by-day and hour-by-hour.

Downloadable components are easily accessible: Online videos, interactive games, interactive brochures. But don’t get lazy and do simple PDFs.

THE BAD:

Email environment is bursting at the seams: Thanks to all the spam, sorting through all the BS to get something of value is a pain.

Keep it short: Write the novel on weekends from your cottage but keep marketing messages short and to the point.

Don’t do it yourself: And don’t let Jimmy or Jane in accounting develop what you believe is a graphically pleasing email and for God’s sake don’t use a smiley face or I will personally hunt you down and give you a wedgie.

Great email lists are hard to get: If you must purchase a list make sure it’s a valid one that is relevant to your prospect. You are better off taking the time to grow your database from your website and blog.

Follow best practices: I’m not going to list them for you but if you don’t you will be blackballed by the inventor of the internet, Al Gore. Google them, they are easy to find.