Posted by Denise OBerry

Contrary to what some people have been yelling about email marketing being dead (they’ve been saying this for a few years now), it is very much alive. I love getting messages in my email box that are relevant to my wants and needs — note the keyword here is relevant. And you probably do too.

But I’m still amazed at how many companies “get” email marketing, yet still make missteps along the way.

Here’s a good example. I fly a lot. And it’s been wonderful to be able to access email and the web when we’re soaring along at 30K feet. This year I’m mostly flying Delta because of project location and their inflight WIFI is with GoGo Inflight.

Service with GoGo can be purchased per flight, for a 24 hour period or with a 30-day pass. I get the 30-day pass because it’s the most economical for my needs. So I was happy to get an email reminder that my current 30-day pass was expiring.

But here’s the problem. There wasn’t a single link in the email that would allow me to click through to their website. Oops.

That’s a mistake you can prevent in your email marketing. Make sure you think about your message from the customer’s perspective — what message you want them to understand and what action you want them to take. It will help you get better results and might just create some raving fans in the process.

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This entry was posted on Tuesday, March 30th, 2010 at 8:30 am and is filed under Advertising, Content, Email, Marketing, Newsletters, Tips. You can leave a response, or trackback from your own site.

About the Author: Denise O’Berry is a small business expert who provides tools, tips and advice to help small business owners be successful. O’Berry is the author of “Small Business Cash Flow: Strategies for Making Your Business a Financial Success.” Her blog can be found at Just for Small Business.