Harmonize Your Sales Strategies

Although e-mail marketing can produce strong results, it should be merely a component of a merchant’s overall marketing mix, cautions Kiss. Matika agrees: “You need to look at e-mail marketing as part of a medium of the whole organization,” she says. “It really isn’t standalone.”

Takeaway tip: Choose tools that make e-mail marketing easier in the long run, not just those that are quick to get such campaigns running the first time around, says Maureen Ryan, business consultant for Natick, MA-based CommercialWare, a software solutions provider.