From Chief Marketer, of interest to anyone who publishes an e-newsletter (as part of conference marketing, or just in general):
- No matter how scrupulously ethical your e-mail program is, there's a good chance that recipients think of you as a spammer. According to MarketingSherpa president Anne Holland, 38% of consumers define spam as "e-mail that tries to sell me a product/service even if I know the sender."
At the same time, however, Holland says, "consumers and business execs alike are signing up to receive e-mail newsletters in thrillingly high numbers. In fact, in 2005 the average e-mail opt-in list grew at a rate equaling 38.4% a year (yes, that's after the bad addresses and unsubscribes are taken out)."
In the first of a two-part series, Holland points out common mistakes to avoid if you want to improve the effectiveness of your e-mail campaigns and minimize the likelihood of being reported as a spammer. To read her advice, click here.
I agree with all her suggestions, and look forward to the next installment.