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Content -- Give them something they can't live without

As you learned in our last newsletters, e-mail is an inexpensive, fast, and effective way to target and address your various audiences, especially when compared to direct mail, outbound call centers, and other marketing channels.

These 10 secrets are a compilation of the best practices of email marketing drawing on some of the most successful industry practitioners. Together, you will get a clear picture of trends and patterns to aid your business in mapping a successful email marketing strategy.

If you missed previous secrets or have any questions about a strategy that you are considering, please click here to contact one of our online marketing specialists or call us at 210-568-9344.

Whether you're preparing editorial or commercial content, make sure it is distinctive and can't be found anywhere else. Industry news and analysis, useful insights from your experience, or product tips are examples of content that can jump off the screen and into the minds of your readers. Make your content so good that your readers pass it along.

With the help of integrated customer service programs, you should actually be able to predict what content your customer's want next. This proactive approach to anticipating customer's needs can only help strengthen your relationship with them.

• Subscribe to all competitive lists and see what is being done. Typically, you will notice a type of editorial that is not being offered in your space. That editorial hole has your name on it.
• Develop your own voice or distinctive style. People like reading the words of other real people more than plain old "corporate-speak" that tends to be dry and impersonal.
• Use humor when appropriate; it humanizes the copy and warms the reader.