When it comes to creating content, I often recommend using ‘case studies from in the trenches’. These are topics, challenges or questions that come up with your customers and clients in your day-to-day activities. As an example, I was speaking to a client on the way to the office today. He has some major developments happening with some He organizations in the US. But as with most major developments, it can take a long time to cross the finish line.

He’s concerned that he’s falling off the radar. 

I asked him if he added these folks to his email marketing database? I was met with silence on the phone.

Don’t you offer value in your e-newsletters? Wouldn’t these prospects benefit from receiving your occasional communication?

Sometimes, people don’t read our e-newsletters, but just seeing our name reminds them of what they need to do. I can’t tell you how often I get a call or email about something totally unrelated when I send one of these e-blasts out. It’s just a little reminder that we are here and is met with very little resistance.

Sending a consistent email piece is a perfect way to stay ‘top of mind’ with both customers and prospects!



A great way to stay top of mind is to go straight for the inbox – with email marketing.

It is extremely difficult to get your email read because of the tough spam filters and the amount of junk people receive in their email inbox. We must be more creative and strategic in our approach than ever before.


These are some best practices to ensure that your email isn’t deleted:

  • Provide Value: Create emails that entice the reader and give them something for their time.  How can we make the subject line so enticing that they have to open our email? What can we put in the header that will make them want to read the whole email? What can we offer in this email that will truly help our readers become more successful?
  • Consistency: Frequency is less important than value, but staying on a consistent emailingschedule is still important. Whether you send messages once a day or once a month, be sure to stick with your schedule.
  • Call to Action: Every email should have a strong call to action so they know what to do if they are ready to buy or get more information. It’s the most common section that’s missing in most email marketing pieces and can be the difference in a successful email campaign and a failed one.



Try email marketing! Or at least consider looking into your options.

If you decide to give it a try, do your best to establish a consistent mailing schedule. You don’t have to send an email everyday, every week, or even every month, but send out your blasts on some kind of schedule!

Unfortunately, our prospects don’t wake up every day thinking about us, so it’s our job to stay in front of them in a valuable way.

There are so many email marketing choices these days, so be sure to investigate based on your business needs:

  • MailChimp
  • AWeber
  • Constant Contact
  • Emma
  • iContact
  • Exact Target
  • InfusionSoft
And more!
If you’re not sure where to start your comparison, here’s an article that explores the pros and cons of the 6 most popular options.