Email Marketing News
Email marketers 'should take steps to protect reputation'
Tuesday, 11 November 2008It is vital that email marketing professionals ensure their promotional messages do not risk the reputation of the company, according to experts speaking to DMNews.
Rick Buck of e-Dialog told the website that marketers should not risk annoying potential customers by sending emails to every address on their books, even questionable ones - a practice that is particularly rife during the Christmas period.
Meanwhile, George Bilbrey, president of Return Path, called on businesses to do more to investigate how much consumers value their emails and to dig out the underlying reasons for low open and click rates.
"What's your complaint rate? If your percentage of spam complaints is high you need to figure out why your customers are complaining. Otherwise, your deliverability will suffer," he added.
The overall email marketing delivery rate for the first quarter of 2008 was 94 per cent, representing an eight per cent increase compared with the previous quarter, according to recent figures from the Direct Marketing Association.