Is Email Marketing Efficient?
Email marketing is really a well known advertising tool, primarily with huge retail groups and ‘specific interest’ businesses, be it information or products driven. You’ll find, however, a few difficulties to overcome in the utilization of this method.
There are predominantly 2 types of end users of E mail, i.e. professional users and informal users. Professional end users are those consumers who use E Mail in the rendering of their everyday task as a method of easy and quick communicating, while casual individuals are such users using Email mostly as a method to obtain social conversation plus a bit of personal business communication. In the example of the former group, they are often overloaded in E mail, both official and other. Since these people are busy and often in a race for time they’d be highly selective in the reading of E mails addressed to them.
Regularly in the case of management the sifting of E mails will be done by a PA, before being passed to the addressee per se. Sometimes it is the very first hurdle in utilizing Email marketing as a sales tool. A great many E Mails of the non official form will not make it in reaching the eyes of the person intended. The second thing is the junk mail filter or spam filter is sophisticated enough to pick up abnormal E Mail addresses and pass those onto the spam bin. Additionally, there are known junk mail senders that have their IP addresses marked and where such E emails will automatically be directed to the spam bin.
Legislation further requires any marketing E mail to have the approval of the addressee for receiving such material. Further any future E Mail in this category from the same mailer must contain a ‘no more’ link where subscription may be stopped. These E mails also contain a phrase that states that such E mail was sent with the approval of the addressee. The real chance of unwanted Email marketing material reaching the professional E mail user is, therefore slim. The other downside to directing E Mail marketing to these individuals is that they have become weary of any un official E Mail because they are normally well off people that has been swamped with this mail type. Because Email lists are for sale on the open market, the addresses of many men and women are available for users of E mail marketing techniques and a great many people are agitated because they are targeted in this fashion and will almost routinely delete such mail from their inboxes. E mail marketing in cases like this is probably less than effective.
As far as the casual or social Email user is concerned, the same legal requirements to E mail marketing apply. In these instances the material may also land in the junk mail box, but stands a better chance as being certified as non junk mail by the receiver, so that future E Mails will be received directly into the in persons in box. The reason behind this lies in the fact that the user is far more casual in his or her approach to E mail content than the professional user.