Value ‘vital in email marketing’

It is vital that companies using email advertising campaigns that they consider the value of their messages to the recipient, it is claimed.

The content of an email sent out to subscribers should either meet or go beyond their expectations, says Richard Rushing, writing for Email Insider.

He advises regular surveying of subscribers, asking them why they originally subscribed and how the emails meet their expectations.

“Remember that people opt in for different reasons and may want different content. Consider how you message disparate groups, such as purchasers versus sweepstakes entrants,” Mr Rushing comments.

He also recommends leveraging other channels to reach non-responders to an email marketing campaign, asserting that it is futile to try and get them to be more responsive by simply sending messages.

Eric Groves, senior vice president of Constant Contact, suggested earlier this month that the key to a successful email marketing initiative is delivering valuable and relevant information to the consumer, rather than self-promotional material.