E-mail marketing & distribution
Email marketing is sending people emails. Sounds simple? However, in reality it is so much more than that. Email marketing allows you to communicate inexpensively, effectively and directly with your customers. It’s also the fastest growing marketing channel, so much so in fact that it represents around 23% of marketing spends. However, here is the strange bit! 43% of marketers are still blissfully unaware of exactly how much ROI they’re actually achieving from their email marketing! 70% believe that inadequate strategy and planning are still barriers to be overcome. So in a nut-shell, it’s a good thing and it’s even better when you understand the power that you have…
No longer is email marketing a case of ‘spray and pray’. Email marketing has matured into a very accurate and targeted direct response medium, however it faces some issues that old-school direct marketers have never had to face. These hard and fast rules help generate a good response, here are just 4 of our 20 rules to success;
Rule one
Permission is not optional! When you send unsolicited email, you could damage your brand and reputation. Don’t be tempted to go all secret squirrel to collect data. Its not big and its not clever to use pre-checked boxes on site registration forms. You know customers appreciate those old school two stage subscription, the ones which require confirmation before data is added to a database. And another thing… It’s a nice touch to ask older opt-ins if they still want to receive emails.
Rule two
You don’t want to get a reputation so we recommend that you don’t go upsetting ISP’s. (That’s stands for Internet Service Provider in case you didn’t know.) Basically if you go sending too many emails, too often with too many duff addresses, or even worse you generate spam complaints, your ISP will have your emails disappeared. Forever. So we will make sure your data is totally up-to-date.
Rule three
We keep it really clean. Dirty mailing lists with too many unsolicited, incorrect, out-of-date or simply duplicated addresses make you look stupid and even worse they can damage your brand reputation. A little bit of list hygiene goes a long way.
Rule four
Those pretty pictures, nice colours and fancy graphics all look and function differently in different ISP email clients like Hotmail, Yahoo and not forgetting Google Mail. So, we painstakingly make sure links, copy, images and random problems won’t trigger those pesky spam filters. This is why Samsung Mobile get us to make their emails for them. And the fact that we’re really nice of course.
That's a brilliant idea
Mistakes. Blunders. Faux pas. Booboos. Slip-ups and hiccups. Call them what you will, but it's all part of the process. We know that brilliant ideas come from those not so great ones. That's why we started our now famous brilliant ideas sessions. Read on_
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