E-Mail Marketing

Fast and almost free e-mail marketing can be a great way to get your message across to prospects, assuming they read it.

There are though some definite things you should and shouldn’t do with email marketing and there is also the issue of whom do you email to and where do you get the database?

Firstly, and most importantly don’t SPAM. If you do not have the prospects permission to send the e-mail or you do not own data from a source that has gained permission then do not send an e-mail. If you do send SPAM it is not only against direct e-mail marketing rules it can also do significant damage to your brand.

If you buy e-mail marketing data you need to be sure that they have obtained permission from the recipitent. If they have you need to bear in mind that this email list is one that they have probably sold to lots of other companies and that the people on the list have either a dedicated email address just to receive such emails or may ignore emails from people they do not know. So you have to consider how effective it will be to send emails to people on these lists.

The most effective way of building an e-mail database is by data gathering from clients and prospects yourself. This can be done through telemarketing, website data capture forms or simply asking prospects to include their email address when they request information. This way you have a list that is unique to you from people that will at least half expect an email from you. This will increase open rate and effectiveness.

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