• by David Goetzl  @dgoetzl, December 6, 2011

Augeo CMO Ken Greer offers three tactics to improve email effectiveness:

1) rewards

2) group validation

3) shared values

Offering recipients rewards is intuitive, but group validation involves "comfort in numbers" and tapping into a "circle of trust." A person is more likely to become an engaged customer if people they trust are endorsing a product or service, so email marketers need to find a way to start that trust chain.

Shared values involves a brand building relationships through a core message whether it's American pride, integrity or respect. Greer says this could be the most powerful, but hardest to achieve. But there are people who say, "If I find a company I like, then they'll have me for life."