Marketing e-mail tools like MailChimp make it super easy for anyone to create professional looking eDMs. This power to the people is awesome, but novice users get so caught up messing about with fonts and template colours that they overlook the communications true purpose. I’ve read a heap of articles that focus on the “(insert random number here) characteristics of a good email newsletter”. They talk about things like the email subject, readability, purpose and goals, the call to action and other stuff digital geeks get off on. Here’s where I could suggest using an eDM communications specialist - yes this costs cash and forfeits the individuals power to do it themselves. So instead I’m going to suggest ONLY 1 THING that rookie eDM creators should be thinking about, and th
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