Like Any Good Story
By now, anyone familiar with email will tell you that good deliverability depends on good list hygiene, good reputation, and good engagement. Good engagement comes from getting the right message to the right person at the right time, and revenue per email goes up in proportion to this. Any marketer worth her salt can tell you that to get the most revenue you must get your message in front of as many people as possible. But how do you develop a long-term strategy that combines these goals? One that can adapt to changing conditions and yet still maintain quality of list, quality of communication, and ROI over the long haul?
I liken the email communications lifecycle to a story or play. It has a clear beginning, middle, and end. To manage your program effectively you must take care to address each part of the story in a systematic, methodical way.
As this is such a broad topic, I'm going to break it into three columns, each covering part of the story. As with all good stories, let's start at the beginning...