Thursday, July 26, 2007

Email Marketing

The first and foremost rule of email marketing is “please no spam”. Nobody likes spam mails in their inbox. Though whether an email is a spam or not, or what would be the consequence in sending it are all critical questions that have do not have simple answers. It is basically based on judgement, and to take that judgement call as objectively as possible, you need to analyze the information you want to send.

There are various definitions for a spam mail. Anyone who hasn’t asked for your advertisement or updates would call it spam, if you don’t know the sender it could be spam, probably the subject line has no relevance to the content contained in the mail and lastly when the sender does not have an option to stop the sender.

Businesses engage in email marketing because it works and works well. Here's the proof...

According to research conducted by the Direct Marketing Association, email marketing generated an ROI of $57.25 for every dollar spent on it in 2005. As such, it outperformed all the other direct marketing channels examined, such as print catalogs. A report in mid-2005 from JupiterResearch was more conservative, stating that..."when done right, $1 spent on e-mail can generate a $9 return." 47% of marketers surveyed by MarketingSherpa in early 2006 said that their top performing online marketing tactic in 2005 was "email marketing to house lists." The tactic was second only to search marketing in performance. In a March 2007 survey of hotel marketers by Hospitality eBusiness Strategies, 58.7% cited email marketing as one of the Internet marketing formats that generate the best results and highest ROI. In a March 2007 column, usability guru Jakob Nielsen listed an email newsletter as "probably the single-highest ROI action you can take to improve your Internet presence."

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