A recent blog post by Carolyn Goodman/Goodman Marketing summed it up nicely with two simple rules:
1. Make it Easy: Think about your target and what you want them to do (Call To Action). Then make it easy for them to do it. That includes forms, links, contact information, download instructions, etc.
2. Demand Quality: Always proof your process! Follow the trail yourself. If you get lost, imagine the frustration your target audience feels. Think of broken links, missing attachments or even incorrect phone numbers. UGH!
Bottom line is that if your marketing strategy (or marketing consultant) is lacking in organization (forget about the message and the call to action), then consider incuding a subscription to Garman or TomTom the next time you run a campaign.
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