Welcome to the Top Five Questions and Answers about Responsible Email
Marketing, originally published as an online report by The
Email Doctor. This report is for anyone not receiving the benefits
of their email marketing efforts they are expecting. You could be someone
currently engaged in email marketing, but not receiving the return
you expect, or you may be someone yet to take on email marketing but
is hesitant about getting started because of questions surrounding
this marketing method.
In this report you'll find answers to the most common questions about
email marketing, dealing with concerns that may have been holding you
back from experiencing a level of benefit or a level of return that
is possible with email marketing. The reasons for this are as varied
as the marketing approaches, and the bottom line answer is that email
marketing is still an experimental marketing function for most organizations.
It doesn't have the level of maturity and experience as other marketing
techniques, and so is more difficult to understand what works and what
doesn't work.
In other words, the best practices for email
marketing are still being written today. They are not well known.
I wrote this report after attending an executive summit and having
discussions with the marketing directors, vice presidents and CEOs
of very large corporations, during which I spoke to them about email
marketing and their concerns. I was shocked to find that people still
had many questions about email marketing that I thought had been answered
over the last few years. I discovered that five basic questions needed
to be answered in a clear, unbiased way that would help people decide
how to approach email marketing, and how to retrieve the maximum benefits
from email marketing.
So I hope that as you read this report you will not only find value
in this format, but you'll get your questions answered about email
marketing, so you can then make an informed decision about moving forward
with this innovative, highly cost-effective form of relationship marketing.
Defining responsible email marketing
First let me qualify this report by defining the title. When I say
responsible email marketing, I mean the kind of email marketing that
most people have in mind when they want to keep in touch with their
customers, build trust and relate to those customers, learn more about
prospects and potential customers, and other similar goals. Responsible
email marketing is the sort of marketing that takes place when you
have respect for your customer. The key word is respect—because
if you keep that in mind, everything else that flows from your approach
will most likely never be considered spam, nor will it run afoul of
current federal spam laws.
Obviously, spam is a result of irresponsible
email marketing. Spam is the result of someone engaging in email activities
who does not respect their customer or the subscriber. The questions
and answers in this report are for those people wanting to engage in
responsible, respectful email marketing campaigns, not those who wish
to make a quick buck by emailing every address they can find or buy
with a special offer for the latest miracle drug.
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