Top 10 Email Marketing Must-Haves

In a session yesterday at the NEMOA directXchange Spring Conference in Boston, Anna Pfeiffer, a marketing strategist at marketing automation services provider Bronto Software, identified her top 10 must-have components for a successful email marketing program. Here they are:

1. Creative and content that are engaging to your subscribers: Convey your brand personality and interact with your subscribers, Pfeiffer said. For example, ask them questions, seek out their feedback. She cited three examples of retailers effectively using engaging content: West Elm offering design tips to its subscribers; Crate and Barrel's seasonal tips for outdoor furniture care; and Uncommon Goods providing background information on where its products are sourced from.