While social media marketing and viral video sharing may be the hottest marketing trend of the “now,” focusing all your dollars on those forms and neglecting more traditional forms of digital advertising will drastically diminish your success potential.

Keep Decisions Simple

If you want your target market to opt in then MAKE IT SIMPLE to do that…and ONLY that. Don’t bombard them multiple initial options or blast them with strings of choices that lead nowhere. Keep it short, sweet, simple and easy. One question. One desirable option.

Make it Mobile Friendly

The days of everyone except a handful of MACophiles using Outlook or a Yahoo clone are over. An increasing number of people get their email all but exclusively on their phones. Your email marketing, particularly your HTML offers MUST be responsive for ANY platform or screen ratio.

Encourage Aggressive Opt-ins 

Incentivizing subscriptions may seem like a no-brainer, but it’s amazing how many people send out emails and NEVER EVEN ASK! As an email marketer, you should NEVER send out an email without giving people the option to get more, and more regular, information. Ever.

Baby Steps are Best

We all know people would rather read it short and click than to land on a never ending page or an opt-in form that looks like it was created by the IRS. So why make subscriptions complicated??? Short forms, only the information you need and a single-click submission. No clutter and no exhaustive lists.

Design for Easy Scanning

How you write your email is every bit as important as WHAT you write in your email. If you think anyone is actually reading your entire email start to finish, you, my friend, are incorrect. People scan everything they get to see if it’s WORTH reading. So design your messages for easy scanning, quick reviews that communicate one simple message – THIS EMAIL WILL MAKE YOU HAPPIER.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.