Best practices for Email Marketing

Best practices for e-mail marketing

Business use of email has increased dramatically the past 2 years, with many workers checking their email constantly throughout the day. A study from the Gartner Group showed that 42% of users check their business e-mail even while on vacation, and 23% check it on weekends. During the workweek, 32% check their e-mail constantly throughout the day, and 53% check their e-mail six or more times a day. This is the good news.

The bad news is estimates that by 2005 the average e-mail recipient will receive 1,600 commercial e-mail messages, as well as 4,000 other e-mails in their inbox. How do marketers cut through the clutter?

Success factors:

Obtain permission

Permission boosts response rates. Give the client the perception that they are in control of the messages they are receiving.

Target your messages

Not only do you generate better response for the initial mailing, it builds credibility with clients so that they will read future e-mail. The main point is to avoid e-mail fatigue.

Deliver value

Whether sending content or promotional info, don