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The (Almost) Perfect Email

This is a guest post from Jessie Scoullar of Wicksteed Works, a direct-to-fan agency, on how to make email campaigns zing.

We’re signed up to a lot of mailing lists. For solo artists, major artists, indie guitar bands, rock bands, dance acts, independent labels, for authors and filmmakers and agencies and marketing consultants.

We’re professionally interested in how people with a message choose to convey it. Whenever we receive a mailer, we can’t help but scrutinise it – does the layout work? Are the buttons “bulletproof“? Has alternate text been used where the email client has images switched off? Is it optimised for mobile? How about the text – is the message clear? Is there too much, or too little information? Clear call-to-action?

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Twitter has taken the first step towards making you “earn the right to pay Twitter to speak to your fans”

One of the key tenets of the Curve is that you use free to find an audience and earn the right to talk to them again. A content marketing strategy that just finds an audience with no follow-through is not a strategy.

My preference is email, because it is in my control, but it is important to be where your audience is: YouTube, Twitter, Pinterest, Tumblr and so on.

I have long joked that Facebook is different. On FB, you are “earning the right to pay Facebook to speak to your fans”, and their ongoing changes like hiding the most recent posts and encouraging users only to see the posts that Facebook wants you to see are part of this monetisation strategy.

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