E-MAIL MARKETING

30. November 2009, 18:36 | by WD Milner | Full Article |

As Christmas draws closer and the shopping frenzy gets started, the e-mail in-boxes of the world get inundated with a fresh deluge of SPAM. Fortunately. most of it gets filtered out but there is always the rare one that slips through. For those doing e-mail marketing following a few simple guidelines would likely prove more profitable in the long run — and legal too.

The first and most important thing an e-mail marketer can do is ensure they have the recipient’s permission to sent them e-mail through either an on-line opt-in process, or explicitly via some off-line means. Also ensure that the mailing is clearly marked as coming from the entity that has a relationship with the recipient. Make sure, as well, that you have provided your recipient an easy and obvious way to opt-out or unsubscribe from the mailings should they change their mind about receiving it.

Marketers should only e-mail the recipient content that is relevant to what they have requested and ensure the subject line of the e-mail accurately reflects the content. If you use images in your content make sure there is also textual content, otherwise if the recipient’s preference settings for e-mail strip images there will still be textual content to be read.

You should try and create an ongoing relationship with your mailing list members. Be sure to remind the recipients where you obtained their contact information and why they are receiving the mailing and request that they add the sending address to their address books so as to recognize the messages when they arrive. Marketers should also provide a valid postal address in each mailing, and provide an easy means of contact the company responsible for sending the e-mail.

Avoid the use of rented lists that may not contain opt-in recipients as well as sending information and offers your audience did not request. Also to be avoided is the overuse of punctuation and capitalization. Either may flag your mailing as SPAM and even if it doesn't may make the content hard to read and annoy the intended audience. Likewise avoid sending attachments. Many times they are blocked as SPAM and may result in the entire e-mail being trshed.

A little common sense can go a long way to making things more pleasant and profitable to both the marketer and reader alike.

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Categories: ,
Keywords: e-mail,marketing,spam

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