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Forget everything that you think you know about email marketing. When ninety percent of us hear the term “email marketing,” we immediately think of spam; I don’t mean the kind that comes in a can, although this spam does end up in a garbage can. The Internet has presented an opportunity for mass marketing to customers and potential customers; it’s a whole new medium for delivery of marketing material. But just as the World Wide Web is less than two decades old (it’s hard to image what we did without it), the science behind effectively using the web for mass marketing is far from mature. What I can tell you for certain is this: the majorities of email marketing campaigns are ineffective and frequently serve to annoy the very customers a company is hoping to win. Why is this? A large part of the problem lies in the disconnected nature of the Internet. Companies sprout up all over the world and claim to be experts in the field of email campaigns. They put up a reasonably professional-looking website, but you have no real way of telling if this US-based “marketing firm” is actually a college student sitting in his basement. With the high number of computer-aware people looking to make a fast buck, it becomes increasingly difficult to weed out those who are out to make some fast money before folding and starting again with a new get rich quick scheme. I’m not in the business of endorsing specific companies, but I hate to see businesses throw their money away. Besides clogging up everyone’s email inbox with spam, the continued practice of throwing money at these people only encourages more proliferation. Instead of a specific solution, here’s a checklist of things I’d suggest you review before committing to any e-mail campaign. I suspect you’ll find it’s not necessarily the cheapest option, but how much money are you really saving if your material is never read? • If prices are in dollars, look elsewhere. If you’re in the UK, a UK-based company saves you hassle around support hours, fluctuating currency conversion and regional spelling issues. • You don’t want to have to install additional software. • If the company is capable of fully managing your campaign, that frees your staff up. • Good companies offer full in-house design services. • Finally, make sure tracking and reporting is available to quantify your success rates. About the Author: 3) Gwen Brownlea is a consultant in the field of Email marketing solutions. Her background includes a degree in Communications from a US university, followed by an MBA with a specialization in Emerging Technologies. After graduation, Ms. Brownlea worked for several American telecommunication companies, and attained the position of Vice President after spearheading an Email marketing campaign that was credited with boosting subscribers by an unheard of twelve percent. Now based out of the UK, Ms. Brownlea typically works with businesses looking to exploit growth opportunities.
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