Email marketing is one of the best mediums available to build relationships with your customers and contacts, however, there are some definite 'do's' and 'don'ts'. Here we give you the lowdown on the stuff you must know before you start...
Success Factors
The most effective email programmes today are successful because they adopt an intelligent approach and have overhauled previous thinking. Key factors to think about include:
- Communicating with a willing and increasingly loyal customer base, rather than blasting an unsuspecting audience.
- Evolving email programmes to increasingly improve relevancy.
- The old tactics have been replaced by new ways of successful email marketing.
There really is no excuse for sending vast numbers of emails to people who don't want to hear from you. Not only does it damage your brand but it doesn't make any business sense either. You're very unlikely to be able to persuade someone to buy from you if they're not interested in your products or services.
Spam is for Losers
Today spam simply doesn’t work, sending unsolicited emails will damage your business. Previous email campaign tactics and practices are no longer effective in 2008. Main reasons include:
- UK and US legislation, and a recent EC directive, that seek to regulate the volumes of unsolicited and commercial email sent.
- Recipients are demanding more of companies who seek to communicate with them.
- Relevancy is effective, volume is not.
We know lots of companies that, despite our complaints, continue to send unwanted emails (we were tempted to name and shame a few of the worst offenders here). Make sure you listen to your customer-base and treat them with respect. Don't let your organisation fall into the 'spammer trap' through laziness.
Email Law in the UK
By UK law you need to:
- Ask recipients for permission first (opt-in). If you have already had a business relationship then you may send emails unless they ask to be unsubscribed from your list*
- Make clear who the email is from.
- Include a valid reply address.
- Include an 'unsubscribe' link in your emails.
Failure to follow the above practices may result in a hefty fine. For the full info on staying within the law see The Privacy and Electronic Communications (EC Directive) Regulations 2003.
*You must be offering similar products and services to those previously offered.
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