New Realities of Email Marketing

For smart marketers, the days of indiscriminate batch and blast emails are long gone.

Today's email list builders are not just interested in building the largest list but are gathering names and segmenting them based on individual preferences, behavior or where the name belongs in the sales cycle. Quality outranks quantity.

Savvy consumers are selective about who they give their email address to, and most often are giving it in return for something they value: a free report, white paper, eBook, discount coupons, etc.

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4 Surprising Email Marketing Situations and How to Avoid Them

First published August 6, 2008

Yesterday I participated in a webinar sponsored by Target Marketing Magazine that focused on getting the most out of your emails to customers. The presenters were sharing the results of a study across four vertical markets. I learned some amazing facts such as:

  1. 30% of marketers do not send an email to interested prospects within 30 days of the prospect making herself known to the company through a subscribe/send me more information process.
  2. Another 25% do not send the first email within 9 days.
  3. 60% do not send welcome messages.
  4. 70% collect enough information in the sign-up process to customize messages and then don't use the information.

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