Thanks for your comment and insight. You are absolutely correct – effective email marketing is not a once-and-done process, but rather something that you must work at continually. I’d say this is a fair way to address just about every marketing campaign. If you just do something once rather than learning from the results and using it to improve your continued efforts then you are missing a lot of potential business!

Cheers,
Mike Supple

Your first step: Build Permission-based Email Database is clearly the way to start, but I would also make this the 5th step in the process to allow email to become a continuous strategy. I would call it Maintaining a Quality, Engaged Email Database. Some would call it list hygeine. In my market space a big problem is a deteriorating list due to change of email, changing jobs, company going out of business, being acquiredstep 5.

Thx
will, etc. and that’s why I place equal emphasis on