Is Email Marketing Efficient?
Written on February 7, 2012 – 6:50 pm | by Guru
Email marketing is really a well-known marketing tool, especially with massive retail groups and ’specific interest’ businesses, be it information and facts or products driven. You’ll find, however, several problems to overcome in the use of this system.
There are actually predominantly two kinds of end users of E mail, i.e. specialized users and informal users. Professional users are those individuals who use E Mail in the rendering of their day-to-day task as a method of easy and quick communicating, while casual individuals are such users using E mail primarily as a source of social communication plus a bit of personal business communication. In the case of the former group, they can be overloaded in E mail, both official and other. Since these people are busy and often in a race for time they’d be highly selective in the reading of E mails addressed to them.
Commonly in the case of executives the sifting of E mails will be done by a PA, prior to being passed to the addressee per se. This can be the very first hurdle in using Email marketing as a product sales tool. A lot of E Mails of the non official type will not make it in reaching the eyes of the individual intended. The second thing is the junk mail filter or spam filter is sophisticated enough to pick up abnormal E Mail addresses and pass those onto the junk mail bin. There are also known junk mail senders that have their IP addresses marked and where such E e-mails will automatically be directed to the spam bin.
Legislation further requires any marketing E mail to have the consent of the addressee for obtaining such material. Further any subsequent E Mail in this category from the same mailer must contain a ‘no more’ link where subscription may be stopped. These E mails also include a phrase that stipulates that such E mail was sent with the approval of the addressee. The real possibility of unwanted Email marketing material reaching the professional E mail user is, therefore slim. The other downside to directing E Mail marketing to these people is that they have become cautious of any un official E Mail because they are commonly well off people that has been inundated with this mail type. Because E mail lists are for sale on the open market, the addresses of many persons are available for users of E mail marketing techniques and a large number of persons are frustrated because they are targeted in this way and will almost routinely delete such mail from their in boxes. E mail marketing in cases like this might be less than effective.
As far as the casual or social Email user is concerned, the same legal requirements to E mail marketing apply. In these instances the material may also land in the unsolicited mail box, but stands a better chance as being certified as non junk mail by the radio, so that future E Mails will be received directly into the in persons in box. The reason for this lies in the fact that the user is far more casual in his or her approach to E-mail content than the professional user.
