There are at least seven deadly email marketing sins. So what are they? Why are they important? And how can you avoid them?
Buying email lists? Tempting, isn’t it? So much easier to get something off the shelf instead of doing all that donkey work yourself. Value for money, surely? Well… not really. Because the real value of an email distribution list is directly proportional to the work that went into creating it. And that’s before we even consider some of the legal issues…
Two recent reports demonstrate the continuing vital importance of email as a part of your digital marketing plan. One shows that when it comes to acquiring customers – and winning sales – email marketing outperforms social media by a factor of 40. And the second shows that return on investment can be as high as 3000%.
Earlier this year I was in Turkey, on a rather unusual trip into the heart of Anatolia, billed as a journey ‘in the footsteps of St Paul’. It didn’t quite live up to the billing… and occasionally demonstrated – very clearly – how wrong you can go with a hard sell.
OK, so the statistics tell us that email newsletters aren’t dead – in fact they are very, very much alive. So how, exactly, did that happen?