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Tips for Success With Third-Party Email Marketing

January 21, 2013
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Many of the inquiries I receive for consulting help are from organizations looking to use third-party lists rather than their own house lists. Successfully marketing to third-party lists is more challenging than marketing to your house list for a number of reasons. Here are a few tips to help. First, why is it more challenging? It's primarily because you have the extra variable of an unknown list. The quality of the list is the primary factor in the success or failure of a campaign....

 

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Email marketing has been sneaky hot of late. In many ways it has experienced a healthy metamorphosing into part of a long-promised broader digital marketing arsenal focused on what matters most for the majority of businesses: making money. New and growing businesses are stealth in how they embrace email. You will hear marketing automation, cloud-based marketing platforms, digital messaging, CRM, and the like, but the companies valued highly and/or raising a ton of money or being acquired feature email front and center. I'm talking about ExactTarget, Pardot, Eloqua, HubSpot, Infusionsoft, and the list goes on.
 
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