E-mail marketing can be staggeringly effective, driving huge revenues at zero or little cost. Doing it properly can bring great rewards - but get it wrong and the consequences could be serious. Destruction of client relationships, blacklisting and criminal charges face those who make mistakes.
One of our clients had a regular e-mail newsletter that began by bringing in massive increases in revenue but over time was becoming less and less effective. We identified how the e-mail content was building up 'attrition' in recipients and was becoming increasingly ignored. Also, delivery rates were dropping as the message was becoming identified as 'spam' by ISPs. We re-structured the e-mail and software to ensure it wasn't confused with spam and this increased credibility and deliverability. More importantly, we developed a strategy of sending specifically targeted e-mails to users, ensuring greater relevancy and, thus, more readers, fewer unsubscribers and - ultimately - greater profits.
E-mail marketing takes two forms - 'prospecting' for new customers and marketing to existing ones. The former is more expensive, but vital in maintaining long-term business growth. The latter has more short-term effects but needs careful management to avoid disillusionment.
We can assist you with both - sourcing quality, opt-in e-mail data with 100% deliverability guaranteed. We can run your in-house e-mail campaigns and develop strategies for successful deployment
Including the word 'free' in your marketing e-mail subject-lines increases the chance of it being blocked by 'spam' filters. You should always find alternatives for such words in e-mail subject lines to ensure your messages don't get directed to recipients' junk-mail folders. The subject line is extremely important: Our tests have shown that relating the subject to a current event in the news or calendar - even when that event has no relation to your product or message - can increase click-through rates by up to 20%
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