How To Make An Email Campaign Work

Posted by Helen Dowling from Exceptional Thinking on 28 March 2008

How to make an email campaign work – by Helen Dowling

Email campaigns are becoming more and more popular now and are replacing direct mail as a method of contact with potential customers. But what are they and how can you make them work for you?

WHAT IS AN EMAIL CAMPAIGN?

You know in the old days, (about 3 years ago) one of the methods of contacting potential customers was direct mail – in other words sending out a letter to people or businesses who you thought might be interested in what you do. Well what are replacing direct mail quite rapidly are email campaigns – that is, emails that are sent out to potential customers with information about your products or services.

Emails have several advantages over direct mail. You can tell that someone has opened them; you can tell if that email is no longer valid; the communication is instant and it’s free!

WHAT’S THE LAW ABOUT THIS?

Generally speaking you need to be careful about spamming people – in other words sending them communication that they don’t want or haven’t asked for. That’s easy when they’re already your customers – of course you can communicate with them, but what about people who aren’t your customers? I would say contacting people who aren’t your customers once or twice is fine. Make sure that you have an unsubscribe option at the bottom of the email – you know, “If you no longer want to receive mail from us, click here to unsubscribe”.

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