‘The Marketer’s Guide to Transactional Email’ – ‘Entrepreneur’ Blog
Alex Mohr says, “As a great appreciator of finely crafted email newsletters, it hurts that I have to caution so strongly against their use. But the (very few) marketers who actually are sending high-end newsletters know more than anyone that newsletters, as a general rule, don’t convert well.
If successful marketers thought newsletters were just a cheap and easy way to re-engage users, they wouldn’t spend so much time making them great. They know the bias they are overcoming (being perceived as a marketing channel), and they develop an identity partially based on the value they provide in the newsletter, such as Hiten Shah in his SaaS Weekly.
So, instead of talking about the incredible amount of effort necessary to make a newsletter great, today we’re going to take another tack. We’ll look at the lifecycle of a user and find opportunities to enhance their experience using email“.
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