The dash for growth ;-)19 Oct 2011 22:52
Email marketing is a strategic game
Email marketing is more about having customers that want to hear from you rather than having lots of contacts that ignore your email. Ideally, when subscribers see your message in the inbox, it should be the first thing they click on. For most companies, it’s hard to achieve this especially when they send daily mail without any news. The average subscriber receiving lots of newsletters usually open them when there are more than 5 unread messages in the inbox or when they haven’t received any email from family and friends to read or respond to.
Having considered customer behaviour, a number of companies have adopted a novelty email marketing solution based on delay. At some point, they start forwarding email not so often as they did before, making customers look forward towards the next message. Certainly, there is always temptation to send more newsletters but overloading subscribers with mail can force them to opt out. This approach has been a success with some companies concentrating on a consumer-oriented policy.
Email marketing as an industry has been an impressive performer in the recent years. The amount spent on adopting an email marketing solution has nearly trebled, and email now comes third after television and the press on the list of the most preferred advertising media. Techniques have been gradually gaining status and recognition for its effectiveness. The main players tend to be financial services, travel agencies and shops that use email as a constant reminder of their products and services and a contributor to a strong business-to-consumer relationship.
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