Expert says email marketing strategies are crucial
Fri, 23 Oct 2009
Small businesses should be focusing upon developing high quality email marketing strategies, it has been claimed.
Mike May, head of insights at Real Magnet, said firms should always take the "long view" where brand promotions are concerned.
Issues such as design, content and potential incentives should be considered in detail before the company launches into a strategy, he suggested, writing for MediaPost's Email Insider blog.
According to Mr May, email marketing success can make "the cash register ring instantly", but it is necessary to secure the long-term loyalty of customers and short-term gains are rarely the answer.
He stated: "You don't need me to tell you how to create an email strategy.
"You can probably imagine how your subscribers (and competitors) will react to one too many emails that miss its strategic mark, or don't deliver on the promise you made to people when they signed up."
In related news, Mobilize Mail claimed this week that email marketing materials should not be viewed merely as a platform for firms to communicate 'sales talk' to consumers.
The firm said that many companies can waste a key opportunity to connect with their audience by sending the wrong messages, as reported by BusinessBlogs.
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