Continuing from my rant last month about the lack of personalised email marketing, this time I’d like to delve into some of the smaller (but very important) elements of managing an email database: thankyou pages, double (and triple) opt ins, and auto responders.
Many companies use email marketing. But in my opinion, no company uses it properly, or realises its immense potential. No-one has seemed to work out that it’s today’s catalogue, today’s shop front, and today’s sales person. Let me tell you why email marketing is the most important marketing tool you will ever have.
Electronic forms of marketing, such as email campaigns, can be a very cost effective and personal way to communicate with potential customers, whether the objective is to reinforce or change the perception of a brand; create awareness of new products or services; and even a call-to-action. Electronic marketing is a powerful tool in the marketer’s arsenal and with the amount of tracking data available, it’s one of the more measurable and accountable activities.