Practices for Email Marketing


In recent years, email marketing has fallen out of favor with CMOs and business owners. It has evolved from being the preferred sales investment to a second tier business development tool. Entrepreneurs give various reasons for this. Many talk about how response rates have dropped over time and how this affects the economics of email marketing. It’s clear that the ability to generate responses to
emails has increased as the volume of emails arriving in users’ inboxes.

Marketing campaigns were affected. Then there’s the added problem of email filtering, as networks have become more careful about what traffic they forward to users. Reluctant business owners also talk about the difficulty and expense of putting together good lists. As potential customers became more cautious about giving out their email addresses, lists became more difficult to create. Privacy regulations became more stringent and the need for subscriptions and double opt-ins increased the complexity and cost of building a Good email list.

The third key factor often cited by CMOs is that there has been too much competition in the email marketing channel. In each product segment, there were 30 to 40 companies that regularly sent out emails and newsletters to customers all looking for the same sale. Customers were fed up with this bombardment and businesses were finding it increasingly difficult to generate enough content to appear fresh and original to their potential customers. While some companies have significantly scaled back their
email marketing efforts, for others it remains an essential business tool. For those willing to innovate and invest in email marketing, it can be a great source of new business.

So what differentiates those who can use email for business development? First of all, they have a long-term commitment to building their email database. These business owners have an annual budget that they spend on generating leads. a website dedicated to lead generation, with quality content to attract leads. They also have online and offline marketing programs to promote the site and drive qualified traffic to the site.

Recognizing the importance and value of their email database, all customer contacts are used to collect as much data as possible, including soliciting recommendations from other potential customers. This focus and consistency over time means these companies have access to high-quality email data to use in their campaigns. Getting this data right is more than half the battle in email marketing.