From the course: Building an Integrated Online Marketing Plan

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Stopping the blast

Stopping the blast

From the course: Building an Integrated Online Marketing Plan

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Stopping the blast

- [Instructor] I think we're all familiar with getting newsletters and blast emails from companies. I'm going to tell you why you shouldn't do that. First of all, email is a tool set and it's entirely possible to use a good tool improperly and that's what happens with email. We have to understand how to use specific tools for specific purposes. My biggest rule about email is that it's a conversation. Typically we use email as a blunt instrument and send the same thing to everybody rather than making it personal. In order to make email personal, it needs to be conversational. And you can only be conversational when you speak to specific groups about issues they care about. You see not everyone cares about everything you publish. Here's my rules for making email conversational. It has to be personal, it has to be relevant, and it has to be timely. You see being personal doesn't mean I'm using your name. It means that I am answering a question that you have at that time, right now and…

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