Email Marketing News
'Quality is the key' to successful email marketing
Friday, 19 September 2008Email marketing companies need to make quality a priority when constructing email lists, an expert has said.
Loren McDonald, Silverpop's vice president of industry relations, suggested to DMNews readers that firms which are too aggressive or attempt to trick recipients could end up being put on spam lists due to having a high number of complaints.
This can be avoided if they produce emails of value instead, particularly in a time where consumers are starting to become more picky about what they read and who they respond to, he said.
"Focus on building a high-quality list rather than going overboard on incentives or using vague language or hidden pre-checked boxes that automatically opt people in to your list," Mr McDonald urged.
The spokesman's comments were similar to those made by Businesszone.co.uk earlier this week.
It claimed that simplicity and relevancy are the two big things to bear in mind when trying to orchestrate a successful email marketing campaign.