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By Dan Forootan

To make the best of a tough economy, more marketers are looking for cost effective methods to reach prospects and customers. As email activity and competition grows, the need to plan, create and maintain smart campaigns becomes even more important. To see the most benefit from their email marketing programs this year, we advise our clients to consider the following principles in 2010:

1. Pay attention to email volume. Email marketing is a valuable marketing tool in a down economy. The challenge for marketers is to resist the temptation to overuse the medium. Forrester Research cites that 77% of consumers are annoyed with the volume of email they receive today. Donít annoy your customers. Too much email can lead to consumer fatigue and erode email effectiveness. Conversely, donít email so infrequently that they donít know who you are. Strive to maintain a regular and ongoing relationship with your subscribers.

2. Respect your customers and their relationships with you. As worldwide email volume continues to grow, seek out highly relevant ways to communicate with your customers and to stand out from the crowd. Remember that not all customers are the same, or have the same interests. Some methods for improving relationships through email include:

1. Send relevant, valuable and timely information and offers.
2. Pay attention to messages viewed on mobile devices.
3. Segment lists to best match your customersí needs.
4. Leverage triggered (automated) emails to enhance personalized, customized customer communications.
5. Use transactional emails (welcome letters, receipts, confirmations, etc.) as an additional mechanism to build customer rapport.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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