Archive for the ‘Email Marketing’ Category
Users have highly emotional reactions to newsletters which feel much more personal than websites. In usability testing, success rates were high for subscribe and unsubscribe tasks, but users were frustrated by newsletters that demanded too much of their time.
Right now, your best bet for success will come from two sources. One is sending e-mail promotion to your current clients. Two is asking prospective clients for their e-mail addresses. This “permission marketing” builds your e-mail address book or database with the client’s consent.
It’s hard not to be infatuated with e-mail. It’s fast, it’s cheap and today, it’s as common as triple lattes and body piercings. The sophisticated deal-maker, however, should not be so easily impressed. Like snail mail, phone calls and faxes, e-mail is just another way to communicate, and it has its own strengths and weaknesses, especially when used in negotiations.
I recently heard a great saying: Intelligent folks learn from their own mistakes; wise folks learn from the mistakes of others. Now you’ve got all 12 of the most frequently made mistakes in email marketing, and you’re in a great position to learn from them. So go, Grasshopper, and be wise!
With all the hue and cry about the ability of banner advertising to build brands online, we would do well to remember that there are other branding tools in the marketer’s arsenal. First and foremost among them is e-mail. Apparently forgotten or ignored in the branding debate, e-mail is an incredibly powerful communication tool. Too often, marketers simply look at e-mail marketing as a way to deliver newsletters. But there’s a lot more to it than that.