Email Marketing - Top Tip No7

65% of future email marketing expenditures will be used to increase customer retention, rather than to acquire new customers. (Forrester Research).

Always use permission based marketing techniques
It’s the Law. Not doing so can lead to a Customer Service nightmare. And you could have your contract terminated by your ISP. Always use an easy “unsubscribe” option and honour requests.

Never harvest email addresses
Harvesting can generate huge email prospect databases at extremely low cost – but the ROI is negative. Harvested lists typically generate click through rates of less than 0.01%

Avoid the use of “must fill” fields.
This results in garbage collection – a database filled with

Always send a confirmation autoresponder
Confirmation autoreply improves database quality – and quality outweighs quantity.

• Opt-in Confirmation: Do nothing – emails will not be received.

• Opt-out Confirmation: Do nothing – emails are received.

Never falsify the sender or subject line information
Tease copy is fine but never use tactics intended to mislead.

Track, measure and measure again
Email marketing without tracking, measurement and continuous evolution, based on analysis of the programme, cannot deliver maximal ROI.

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