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Need to send emails?
Whether you wish to send an email
newsletter to 500 customers, or 100,000
promotional messages to your newly
acquired opt-in database you have come
to the right place. Since its inception
email marketing has evolved and matured
to the point where today, for many
companies, it is an essential ingredient
in their marketing mix. And although
research shows that approximately 22% of
promotional emails fail to reach their
destination because of filters,
and simply getting lost on the internet, the
results obtained from the 78% that do,
more than justify the continued use of
emails as an essential part of the
marketing mix.
Over the past few years there have been
thousands upon thousands of articles
written about email marketing - what
works and what doesn't - endeavouring to
answer the many questions that any
serious email marketer needs to address.
We're not therefore going to re-invent
the wheel, or re-publish what can be
found elsewhere. Instead, we suggest you
go to the
useful articles
page. Here you will find links and
references to a significant number of
worthwhile articles on all aspects of
email marketing that you will find
useful in developing or planning your
mailing shots - whether to customers or
prospects. You will also find links to
some of our favourite
marketing writers
whose newsletters invariably offer sound
advice on email marketing.
Get your message right, and you are
likely to enjoy
success. Get
it wrong, and not only will your
campaign be unsuccessful, but you could
end up being blacklisted by the various
ISP's. Therefore, play safe and follow
the rules (see
legal)
especially those that relate to the bulk
sending of unsolicited emails.
The critical thing about email marketing
is that it is not static. It is
constantly evolving and the rules keep
changing. Who, ten years ago, had ever
heard of 'permission' or 'opt-in'
marketing (ie needing the recipient's
permission before sending an email).
But, with torrents of spam flooding the
marketplace it took a visionary like
Seth Godin to articulate the concept
and, in a relatively short space of
time, opt-in emailing followed by double
opt-in became the standard for many
legitimate email marketers. This is
especially so when mailing to consumers
who are afforded greater protection
under current EU/UK legislation than
businesses. Details of who (and who may
not) be legally mailed can be found by
clicking on
legal.
Here at Emailblast we focus purely on B2B communications. Under EU law it is perfectly permissible to send an unsolicited commercial email to another business (UCE) subject to the sender providing his/her contact details at the bottom of the email along with an automated opt-out facility whereby the recipient can, upon receipt of a commercial email, choose to opt out of all future mailings from that particular sender. Although a minute percentage of recipients (less than 1 in 1 million) place all unsolicited email in the same category (ie inherently evil - with fake Viagra, copy watches and the worst porn being in the same league as the honest business person trying to promote his/her services) they tend to be more vociferous than the rather more sensible 99.999% of recipients who simply delete or open – depending on how well the subject line appeals, or whether they know of the sender. Such individuals cannot accept that there are some people who actually do like receiving unsolicited offers of a commercial nature and who, if the offer is good enough, actually do respond to such offers – such as getting a new Mercedes for £225 month or a two for one stationery offer, not available elsewhere. |
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