E-mail that delivers great content can combine the push of outbound marketing with the pull of inbound marketing, writes Courtney Eckerle. Produce relevant content by creating something new, creatively repurposing data the company already has at hand or finding a way to get users to generate it. Make an editorial calendar to stay consistent, but carefully "trend-jack" to give content timeliness. And use both endemic and behavioral data to add value to the content in your e-mail, inspiring readers to want more by visiting your site.

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