Regardless of whether you are an author or a business owner, you should be comfortable with email marketing. Its low cost combined with its performance makes for an appealing ROI (return on investment). In fact, the only marketing endeavor we have better success with at Outskirts Press is SEM (search engine marketing), or in other words, PPC (pay-per-click) marketing.
Email marketing is an ongoing effort, and one we spend a lot of time and energy on. There are millions of articles on the Internet about how to do it right and how to do it wrong, so I won’t get into the nitty-gritty of CAN-SPAM regulations, opt-out best practices, opt-in mailing lists, or any of those things.
Instead, over the next few postings, I’ll summarize some of the things we have learned — mostly through trial and error — over the past 8 years, that have helped us refine our current email marketing efforts.