Email marketing has been much maligned in recent times, and understandably so. However, when used correctly, it can be an extremely effective medium with a high ROI and accountability, thanks to the reporting metrics that are available. Email provides a fast and cost effective route to market for marketing messages compared with other channels.
On one level anybody can send an email – it’s easy. However, it is a great deal harder to get it right when used as a marketing tool. For example, the Direct Marketing Association recently found that opt-out rates are far higher when you contact your customers (or potential customers) weekly. So surely it’s better to hit them with a more appropriate email less often – the message being quality rather than quantity.
The rewards are there though. If you target the right people, a 9% average click-through is not unachievable (DMA 2006). The creative content has to be right, though, if you want to be able to guarantee that extra level of response.
Along with the power of email comes the abuse of email, commonly known as spam. Some people fail to distinguish between permission marketing and email spam; spam is a major threat to legitimate email marketers, as irresponsible, non-targeted email could make the entire email channel less effective. Best practice is more important today than ever before. Fortunately there are steps you can take to help manage the process as effectively as possible.
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