• ClickZ, Tuesday, December 6, 2005 12:27 PM

Jeanne Jennings, an independent consultant with over 12 years of experience in the online, Internet and e-mail arena, believes e-mail marketers can learn a lot from the National Hockey League. It may sound strange, but she's not far off the mark. Jennings suggests that e-mail marketers having trouble meeting their goals examine the steps taken by the NHL to reinvigorate its sport after missing a full season of play due to a strike. She points out that the key element both have in common is that each must offer engaging content to meet its business goals. She suggests that, like the NHL, if your e-mail marketing program isn't working, take a step back, suspend operation, and examine the problem to see what's wrong. It's apparently broken, in other words, so take the time to fix it and get it right. Other tips include: give the audience more of what they want; provide less of what they don't want; don't expect universal agreement; and take time to build a vision.

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