I’ll admit it. I’ve willingly given out my email address in order to subscribe to an electronic newsletter and found myself the victim of the rapid gun-fire spray of one-sided product pitching emails, similar to all that direct mail that I religiously pull from my mail box.
I know that used effectively email marketing can be cost-efficient especially when compared to its senior counterpart, direct mail. (Look Mom, no paper, no printing, no stamps!). But just like direct mail, it is also a great way to lose our shirts when it doesn’t get delivered or fails to elicit a response.
Another factor I keep in mind is in the implementation. Email marketing while an effective business channel, is still maturing. Technology, audience expectations and legislation governing commercial email communication (CAN-SPAM) are constantly changing the rules of engagement. Direct mail is more mature with fewer surprises.
But irregardless of whether it’s paper or electronic, the reasons for failure are the same - poor audience definition, bad mailing lists, dull content or an unclear call to action and also don’t forget, the lack of a customer relationship. So keep these areas in mind, and remember that the secret to success is test, test, test.
Cartoon from weblogcartoons.com
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