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By James Pruitt, Senior Staff Writer

Nobody likes spam. Unsolicited, undirected emails can undermine an institution’s credibility. SPAM floods most inboxes and leaves most Internet users wary of scams, frivolous marketing schemes, and other hobgoblins plotting to snatch innocent victims from the murkiest depths of the Internet. From top to bottom, good marketing strategies can transform a potential minor nuisance into a gateway for further interaction.

Emails can be directed to solicit either leads or potential clients. Business owners should ponder the relevant stage in the marketing process before investing in this form of directed marketing. In the end, the email should follow just the right channels, so that each message can speak to each member of the target audience in an individualized fashion that meets their specific needs.

(1) The Subject Line

First impressions are the best. Marketing experts sometimes advise as much effort into the subject line as the rest of the content. The subject line distinguishes the email’s relevance and importance to the reader. 

The user should be on notice of the content of the email from the get-go, and that the sender values their time.

(2) The Target

The marketer should choose the email recipients carefully, and the content should speak to the target audience. Consider (1) the stage of the marketing process, (2) their demographic and personal profile, (3) and their needs and problems. 

(3) The Hookwhat 

A personal connection draws the audience further into the conversation with the marketer. A “lede” in the journalism world (the opening sentence or paragraph of a news article that summarizes the most important aspects of the story) puts the reader on notice of the relevance of the news story. Similarly, the opening sentences of an email should draw the reader into the marketing proposition.

Some marketers combine their messages with updates and notifications about relevant special interests or industries. Newsletters to existing customers might provide forums to share ideas for partnerships. 

(4) The “Call to Action”

Once the subject line and the “lede” have established relevance, a “call to action” lays out the next steps. The “call to action” may solicit any of a variety of activities. Perhaps the goal of an email is simply a “like.” Maybe the sender hopes to sign up new subscribers to a newsletter. Maybe the goal is a website visit. In many cases, the marketer’s goal is an outright sale.

Never stop respecting the target audience. Overall, the email’s proposition should respect the viewer. Assuming the use of marketing emails, the content of the email should, in the end, provide something of value to the audience 

Google Analytics can slowly give a sense of the level of engagement with target audiences. However, as a bottom line, respect and a sense of genuine mutual connection generally build the kinds of foundations that businesses need. 

Skill and craftsmanship get a marketing email into the right in-box. However, marketers should never forget respect for the client. Never forget the right symbiosis between the marketer and the target audience. In the end, an economic bond never follows outside some sort of personal connection.

VAMBOA, the Veterans and Military Business Owners Association hope that this article has not only been valuable but provided some unique perspective.  We work hard to bring you important, positive, helpful, and timely information and are the “go-to” online venue for Veteran and Military Business Owners.  VAMBOA is a non-profit trade association.   We do not charge members any dues or fees and members can also use our seal on their collateral and website.   If you are not yet a member, you can register here:

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