Do the right email thing.

I get a lot of email.  I critique it and look for ways to apply the good and lose the bad in my own professional career. One of the things that I see almost once a day in this business is the amount of “bad” email – promotional, transactional,triggered anything that major companies rely on to have an online/email “image” to the world.

Think about this.  Email can be a lifeline or first impression of communication for the company.  If the company mucks it up on the front end or does not provide consistency throughout  everything that they communicate, they can really drive the nail home in the coffin to the regular joe consumer/user.

What is my point?  If you are about to or are currently relying on email marketing as a mass means to communicate, sell or provide an image to the world of your company, take the time and invest in an email  professional either in house or in a consultancy role to come in a learn your culture and how you want to be portrayed in the marketplace via email.  Don’t rely on your ESP or vendor to help you with this.  It takes a dedicated team of people who can see your company not in the eyes of wanting to take money from you (the ESP) but rather one that do things to increase or bring more revenue to your organization.  Doing so will put value and trust in your person and you will notice a different level of quality.

Bottom line:  Do the right email thing and hire a professional to run your email marketing.  Relying on vendors who sell email services can often lead you astray.

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