e-mail marketing - Internet Marketing News and Blogs

To keep emailing those individuals now being labelled 'emotionally unsubscribed' may be enticing on the basis that one day they may be in the buying window... but it may also be very dangerous.

One of the questions I am asked most frequently is 'which email service provider or delivery platform is the best?'

The answer is 'how long is a piece of string?'

The send speeds of ESPs are increasingly being looked at as a key selling point. Being able to pump out over a million emails per month is regarded as a benefit by many clients.

Most major UK-based ESPs are able to provide these speeds, often through a partnership with companies such as Strongmail or Port25 Solutions.

But is this important?

A simple Santa hat, some holly or a bit of tinsel hanging off the corporate logo is often the most companies do to make their email marketing festive. 

They are missing a trick.

Dela Quist looks at why 40% of subscribers to an email database may not open a single message they are sent for six months or more.

He says this is not necessarily a bad thing as they are ‘unemotionally subscribed’ – they still want to receive messages from you but are not in a position to take up your offer today.

After working on email marketing for many years, I have certainly seen many examples of the good, the bad and the ugly, with many unfortunately falling into the latter two.

However, one brand is leading the way with an email newsletter that has kept me hooked for nearly two years with fresh and engaging content.

I wanted to share with you a quick summary of the main points of our presentation on “Using email to get relevant and to get incremental revenue” that we gave at eCommerce Expo last week.

Are we overloading our customers’ in boxes? How many is too many?

Dela Quist sheds light on the question of inbox overload and offers encouragement to email marketers who make an effort to ensure the emails they send are timely and relevant.

We’ve recently published our 2007 Email Marketing Buyer’s Guide  and although the sector is as full of challenges as ever, clients and suppliers are still reaping rewards from what is a highly effective channel for acquisition and retention.

Despite the almost total commoditisation of email broadcast services, continuing junk email problems and increasingly discerning consumers, we estimate that the market will be worth £221 million in the UK this year, up 24% from 2006.

One of my team has just spoken at the latest DMA “Effective Email Marketing” conference on the importance of when to send email marketing.   

As part of one of the presentations, John Nugent of Responsys asked a very topical question:

“Should email marketers be paid commission on all the revenue they generate?”

This question has been niggling away at me for a few days, and I can honestly say I don’t think they should. Before you scream, let me explain why.