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Marcus Miller is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

Email, like every other modern, content-based marketing tactic has to focus on a key area — delivering value. You have to earn your place in the recipients' inbox and be an email they simply can't delete.

The way to do this is to understand your audience and ensure you are targeting pains, gains or jobs that have to be undertaken. Your email has to be absolutely invaluable.

So, the key here is the strategy. Understand your customer segments and ensure your email is unmissable.

I can use myself as an example here. I receive hundreds of emails each day. And one of the rules in my inbox is to mark any email that has unsubscribe as read and archive it. Saves me lots of manual work tidying up.

But a few emails I let through. One is the weekly letter from DeepCrawl (no affiliation). This newsletter summarises the 90 minute Google Webmaster Hangout into a few key points I can digest in two minutes.

It saves me over an hour each week. So, I am happy to receive the email.

And of course, it keeps the DeepCrawl software in my mind and exposes me to their marketing messages. But hey, I am happy for this as I get such value from the email.

The key to email marketing now and forever is to find this value for your prospective customers — do this and everything gets a lot easier.


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