So, you’ve collected email addresses, your customers have opted-in (ticked the consent box) to receive news from your company direct to their inboxes…. what now?
Great content, special offers, tracking, terms and conditions, follow-up – there’s a lot to think about. Effective email marketing campaigns are not as simple as merely clicking the ‘send’ button.
Striking the right tone in email communication is notoriously tricky. Before raking in a return, you need to be sure your message is going to be remembered, won’t divert to spam folders, won’t offend and won’t cause a rush of opt-outs.
Recognised as one of the most effective forms of direct marketing, when well executed it can be a brilliant communications and sales coup.
What makes email marketing work?
Software that personalises messages is great, but surely there’s more substance to it than that?
‘Experts’ have hailed relevance, value and service as key factors for recipients, while measurement and rapport-building are crucial to businesses.
Examples of what does and doesn’t work can be easily found in your own inbox. Why not share some examples with us on our Facebook page or via Twitter using the hashtag #BadEmails?!
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