Email Creation Process

Iam a sole business owner of my own Email Marketing business and thus what I do may not be well suited or relevant in some respects to your position and the Company you work for as it pertains to Email Marketing.

I implement a one on one e-course and really engage with my Readers and Subs.

Coming from a Corporate level ..well the dynamics can be different and it just depends what kind of persona or tone that the higher ups in your Company want to pursue.


That being said providing outstanding value with content value emails is ALWAYS the way to go. Whether it be from a small guy or a big Corporation ! Regularly sending them out tons of free, really good stuff that can help them should be a priority. And you can drop some passive P.S. links to Products which they can buy and benefit from


- Robert Andrew

Judging by my own email box, you do not want to emulate most of the big corporate newsletters, nor do you want to emulate the general run of email sent by IM/MMO types.

The big corporate emailers I see fall into two general categories.

1. Pure pitch emailers. This is not inherently bad, as long as they are up front about sending info on new products and promotions.

2. Faux "personal" emails that are usually boring. Make that Boring with a capital B, after the marketing department loads up the pitches and the legal department sucks the juice out of them.

The main problem with emulating most IM/MMO emailers is that they are incompetent or trying to emulate someone they are not.

The best advice I can give, without breaking forum rules on self promotion , is to set up a custom email address and subscribe to a lot of lists. Take notes on what resonates with you and what just bugs the bejeezus out of you. If you have that kind of relationship with some of your customers, ask them to read a few and give you their honest feedback. Replace the actual company info with something anonymous so that you reduce any bias from their feeling about that company.

Then keep the channels of communication open. I find myself saying this a lot lately, but too many people view emailing a list like showing a TV ad or dropping a newspaper on someone's stoop. It's a great way to get people to tell you what they want to buy and how they want you to offer it, if you let them.

What kind of business are your company involved in? People can advise you on what they do, but I doubt you would apply it if the business model or industry was for something completely different, due to how the customers and subscribers are already attuned to how their marketed to.

You're most likely going to have to do a lot of testing and tweaking. But if you actually inform warriors more about what your company does, then you'll get the most relevant feedback.

If your company have already invested in an Auto-responder, then you'll probably find plenty of video tutorials that will help you learn how to create the emails. Then consider looking at what you're competition are doing. Sign up to their newsletters, and think about if you were their customer, is there anything you would do different that would have made you engage more?

Just need to get that ball rolling

I have sent a lot of emails and read even more. :-) The internet functions on such a pace that many times, people will forget that they are getting a monthly newsletter. In my experience, it is better to mail at least once a week, and not reference the other emails that you sent. What I mean is that saying things like "in my last email we talked about . . ." doesn't work so well.

If each email you send can be standalone to a certain extent, that helps opens and actions.

If you are going to set up a marketing campaign through email, it is good to have your campaign mirror your other marcomms. it helps to have an editorial calendar, by the month, and schedule weekly emails keeping the same theme.

You don't really need a yearly calendar to do this, it can be helpful depending on what you need to do to get your emails approved to be sent out, but sometimes is not necessary. But a theme for a month at a time can help your email creation process be a lot smoother and far less time-consuming.

Do you want money or satisfaction?

Every company should have a "face"
that talks to the customer.

John gave some great advice above. I would add that you really have to capture what is in it for them. When I get emails from companies that are just company updates that aren't in my favor I have no interest (selfish I know) but think of all the emails people get in a day. You have to stand out, be interesting, and give what people want.