IMAGE: MASHABLE COMPOSITE. ISTOCKPHOTO, FRANKRAMSPOTT, ROYKONITZER
for ClickZ
Some years ago, OK many years ago, I joined a custom publishing agency. My first week was one of deep orientation. During that week I was taken through the details of the publishing process. I was taught about the print process: the different types of printers, paper, and printing techniques; color processes, CMYK and spot color; collation, distribution, and the postal system. I was taught about copy writing, editing, layout and proofing, and all the other steps that go into creating the final product. In short I got a five-day backgrounder on how the underlying technologies and processes of the industry worked and how they impacted our work.
What I've come to realize is that in today's digital marketing world, it's very rare that an email marketer gets this kind of background. And I don't mean in print, I mean in email. I commonly come across email marketers who don't know how the channel that is the basis of our livelihood works. Here then are my top five things that every email marketer should know.
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