Email Marketing News
"Make each email count" in downturn, says expert
Monday, 10 November 2008Businesses engaging in email marketing as the economic downturn continues would do well to avoid simply sending more of the same messages and should instead tailor their campaigns.
This is according to Stephanie Miller of the Email Insider blog, who noted that sending extra messages to consumers is more likely to annoy them than result in higher sales during the financial crisis.
Companies should instead refine their emails to include an appropriate tone addressing consumer and business concerns over the economy, tips and timely discounts and integration with other channels such as social media, she said.
Businesses could also ask for customer feedback at the end of each message and keep an eye on conversions to see if particular products or services are proving particularly popular amid the downturn, Ms Miller added.
Last month, a survey by Constant Contact indicated that 60 per cent of US small businesses view email marketing as the most effective advertising strategy during a recession.