“Where should I start and what should I do first?” These are two common questions that are posed upon me each day. The simple answer is to start at the beginning – setting up your account.

Set Up. There are a lot of areas to consider when setting up your Lyris HQ account, which does take a little time, but it is definitely time well spent. You wouldn’t skydive without a little research would you? Of course not, you would research dive sites, prices, possible heights, credentials and, most importantly for me at least, death rates. Maybe I’m the kind of person who likes to play it “better safe than sorry”, but when you have so much at stake why wouldn’t you?

Jump Start. To help my clients get ramped up and on their way I do a lot of probing and informing (see “Cheat Sheets” below). I notify them of all their marketing options, help them mask their reply-to address, send them technical support info, set them up with user training, and guide them about how to manage their email list(s). I also put together a quick reference sheet on the main steps a client can follow to ensure both best practices and email marketing effectiveness.

Cheat Sheets:

Step 1: Probing

• How often are you planning to launch campaigns?
• What are the lead sources of your list records?
• Who are you targeting?
• Who are your clients?
• Are you planning to segment your list?
• What is the purpose and content of your campaigns?
• Are you planning to test creative designs or subject lines?
• Will you utilize reporting?
• How do you plan to use your data once you have it?

Step 2: Informing

• Best Practices and CAN-SPAM
• List Management
• Subscribers
• Domain Masking
• Setting up trigger messages
• Automating your account
• Dedicated IP or Shared?
• And most importantly – TRAINING!

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