I subscribe to email updates (e-zines) from several fashion\/lifestyle magazines for research for one of our lovely clients. Two of the titles, Vogue and Marie Claire, send me an e-zine every single day, even at the weekend. As you can imagine, this can be a little over whelming. I don\u2019t have a stack of magazines in my office gathering dust and taking up valuable space. Instead I have a stack of emails in my inbox shouting for my attention with cries of \u201clatest looks\u201d, \u201ccelebrity style tips\u201d and \u201cnew season must-haves\u201d, every time I open the \u201cfashion e-zine\u201d folder!<\/p>\n
Another title, Grazia, only sends an e-zine once a week. Every Tuesday without fail, my Grazia e-zine pops into my inbox only to sit there patiently, unopened, until it\u2019s filed away in the relevant folder. Of course, by the time the Grazia e-zine arrives on a Tuesday, I\u2019ve already seen Cheryl Cole\u2019s new hair-do and I know that Beyonc\u00e9 was a surprise hit at Glastonbury.<\/p>\n
Although I find the daily e-zines from Vogue and Marie Claire a bit too persistent, I know that they\u2019re bang up to date and they\u2019re always there when I need some fashion inspiration. I don\u2019t even bother looking at the Grazia e-zines as I\u2019ve already got the information I need from its more regular competitors.<\/p>\n
When planning your email marketing, content and frequency are equally important. Think carefully about the content of your e-zines. They should be up to the minute, relevant and drive traffic to your website.<\/p>\n
It\u2019s also absolutely vital that you schedule your e-zines appropriately for your audience and your message. Send them out too frequently and you risk alienating your recipients; send them out too infrequently and you\u2019ll lose momentum and be usurped by a competitor.<\/p>\n
Whatever schedule you decide on, make sure you stick to it, consistency is key. Think about whether you can resource the management of your email marketing in-house or whether you need to make plans to outsource it to a marketing agency. Of course, here at Mzuri Design we can help you with this if you find it\u2019s too much of a time commitment.<\/p>\n
Email marketing is certainly on the increase so consumers need to be selective about which e-zines they subscribe to. Make sure they choose you!<\/p>\n","protected":false},"excerpt":{"rendered":"
Exploring optimum frequency for email marketing.<\/p>\n","protected":false},"author":2,"featured_media":5619,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_s2mail":"no","footnotes":""},"categories":[10],"tags":[17,18,20,19],"class_list":["post-407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-e-mail-marketing","tag-e-zine","tag-marketing-agency","tag-mzuri-design"],"yoast_head":"\n