Summary of Email-marketing



1. Email marketing is a form of direct marketing that can render the best ROI of any eMarketing tactic. It is:
  • Highly targeted and customisable
  • Cost effective

2. Gaining explicit permission to send email marketing to a person is a prerequisite for successful email marketing, however all emails sent by an organisation and the individuals in that organisation can be seen as marketing opportunities.

3. Successful email marketing requires careful planning and testing. HTML emails need to be tested across a range of email clients, and should be tested for a spam score, before being deployed.

4. All email sent to a list of subscribers needs to provide an easy and accessible unsubscribe link in the email.

5. There are 9 steps to executing an email campaign:
  • Strategic planning
  • Define list
  • Creative execution
  • Integrate campaign with other channels
  • Personalize the message
  • Deployment
  • Interaction handling
  • Analyze results


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