Email Marketing News
Drip marketing 'offers benefits'
Wednesday, 24 September 2008Using email for drip marketing purposes can offer a number of benefits to businesses, according to one expert.
Drip marketing involves building leads by staying in constant contact with potential customers with the aim of building brands and raising awareness of the company's offerings, Rick Cook of Inside CRM said.
Email marketing can play an important role in this strategy, although if it is not carried out correctly firms run the risk of seeing their messages marked as spam by the recipient, he warned.
Mr Cook advised firms to focus on building trust by offering a compelling message and personalising emails, as well as providing the name and job title of the actual sender.
"You have to say something in which your potential customers are likely to be interested. Often that means giving them tips or other useful information," he explained.
Simms Jenkins of BrightWave Marketing recently wrote in a column for eWeek that obtaining permission from the consumer, relevant content and small factors such as footers and subject lines can all help to improve the success rate of an email marketing campaign.