Email marketing has come on a very long way, but has had a rough-ride and in many peoples eyes is still badly tarnished.
Email newsletters can still be the scourge of the inbox, but given that they are directly descendant of an entire industry (Direct Marketing), in the right hands they have great potential to deliver a proportionally significant return on investment. Indeed, spend on email marketing has quietly overtaken traditional DM in 2007.
"It sounds obvious to say, but those who treat email marketing with the attention it deserves are finding their customers are doing the same." Source: IAB
The essence of good email marketing is behavioural targeting. Sending email communications that are relevant and tailored based upon a known users past behaviour and stated desires.
As ever, the questions are; "What are you trying to achieve?" and then, "What is the most cost effective way to achieve it?" Then you can worry about the software.
There are many alternatives on offer when it comes to the subterranean subjects of email engines, eCRM, list buying, tracking software and results evaluation. We can help you sift through to the right answer.
The creation of tailored content and thoughtful design, however, are really where it is one or lost.
Email Newsletter: Other Info & Links