The Pressures of getting Email Marketing Right

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January 20th, 2009 by Click Consult

According to a survey conducted by the ‘Email and Sender and Provider Coalition”, 80% of email recipients will not read your email and may even mark it as spam, and this may result in a tarnished reputation, so getting it right at the beginning and keeping it right is crucial.

Getting it right means targeting the right markets, turning email recipients into consumers whilst avoiding spam and maintaining a high reputation as well as creating and nurturing good relationships along the way.

Getting it right

It starts with you determining whether or not an email campaign will be good for your business. This is a difficult process even if it is easy to understand because it involves a considerable number of factors all of which help you determine whether or not it will be successful. Money is a big decision, and so are your time and the time of your employees.

Understanding your audience demographics is paramount if you are to turn email recipients into online users of your product. Getting it right at the start will help ensure your response rates are good and will help alleviate customer dissatisfaction.

Your content right at the beginning of the campaign brings its own set of pressures, it is not easy to properly describe your products concisely but it is imperative to do so.

There is the pressure of having to send only permission based email and which will include content that recipients will constantly find attractive. The heart of this is the need to build permission based lists so that you can constantly remind customers why they subscribed to receive email messages. Permissions are not easy to maintain, but there are pressures associated with keeping this task up to date as it results in accurate databases.

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