By: StrongMail

Faithful readers of this column will remember that last month I wrote about a new consumer phenomenon called the “New Marketing Democracy.”  I focused on 4 “do’s and don’ts” email marketers should follow when addressing the Marketing Democracy.  I promised more tips in my next column, so here you are!
Just as a reminder, there are 4 basic truths regarding the Marketing Democracy

* Consumers trust each other more than they trust marketers
* Online conversations…
- Persist…forever
- And are immediately global and potentially hyper-local
* Today’s media glut has more and more consumers tuning out marketing messages
* People don’t share ads; they read and share things that interest them

Each channel has its own hurdles in regards to engaging the Marketing Democracy, and email is no different.  In theory, an opted-in customer should represent someone who has turned on the faucet.  In practice, we face that moment of truth every time they open their inbox and see one of our emails.  At this point, they can turn on the faucet (open the email), or keep it turned off (ignore or delete your email).  As we explored in my last column, they may return later to turn on the faucet, but there’s no guarantee they will.

The 4 More Do’s and Don’ts
In order to do everything in your power to cater to the mindset of the Marketing Democracy, here are 4 more do’s and don’ts.  If you follow these suggestions, you’re more likely to start winning some elections in the Marketing Democracy!

1. Don’t assume customers are not engaging with your emails because they don’t open them.  For too long, marketers have made the general assumption that an email unopened is an email ignored.  As I’ve explored in previous columns, this may not be the case.  They may be taking action in different channels, and on some level they expect you to know that.  Purging their email address means you lose that connection with them.  And they are unlikely to opt-in again after the fact.

Profile:  After 13 years of email marketing...this website is my personal way of giving back to a noisy, fragmented industry driven by commoditized CPM rates. If you are a part of the email marketing industry or an email marketer by heart I invite you to participate in this project and become a contributor/author to The Email Guide Blog. Website:  http://www.theemailguide.com Twitter:   http://www.twitter.com/theemailguide LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer

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