Marketing

Do You Read Your Company’s Marketing Emails?

Are you subscribed to your own lists?

Photo by Jerry D Clement

Do you receive the marketing emails your company sends out?

Do you open them, look at the design through the eyes of your customers, check the offers and the links, even place the occasional order or put in a help request?

If you don’t, you should.

You may be thinking that you pay other people to do that — and you probably do. You should be able to trust those people to do a good job and implement the marketing plan you approved.

But that doesn’t relieve you (and by “you,” I mean the company owner and/or senior management team) of the responsibility for making sure your system is working as it should.

Action advice:

• Set up several email accounts on different systems using fictitious names your team won’t recognize and subscribe to every email list your company maintains.
• Open every email and at least skim it. Is the design user-friendly? Is the style and tone appropriate? Is the information accurate? Is it fresh and creative or has your team resorted to tired, overused tricks and gimmicks?