No Magic Elixir for a Failing eMail Marketing Program

Opt-in mailing list members are a fickle lot, with little brand loyalty. Burn them several times with email campaigns that fail to meet important criteria at your peril. There is slim to no likelihood at all that these readers will retrieve your future messages from spam filters or trash. But what are the most important criteria?

First, it is important for us to note that we are not proponents of habituating on email marketing. At best, we think that this tactic can deliver some useful leads, but the effort/reward ratio will be no better than is the typical proportion of any other type of passive marketing method. Lots of messages will need to be sent out to glean a small number of leads. With that said, we need to note that businesses have exhibited a substantial level of interest in email marketing; therefore, we want to add our two cents to the discussion.

The important criteria, as we see it, is that you send your email campaign messages to a list of contacts that you have assembled yourself and never to a so-called “opt-in” list that you have purchased. We think the members on these paid lists will be largely disinterested in the type of specific, targeted message that we advocate be developed for an audience of readers that promises to give some attention to what is sent to them.

You should carefully sample your audience through your teleprospecting efforts to determine whatever common themes of interest you can unearth. The editorial content of your email campaign should be restricted to these themes. Better to segment the themes, treating them individually over a series of messages within your campaign than to attempt to include them all in one broad covering email message.

You should provide your readers with ample opportunities to voice an opinion about your message; therefore, it is a good idea to spread the campaign over some time period that affords you the ability to collect responses before embarking on subsequent mailings. By no means does it make sense to bombard your audience with lots of messages. In fact such a bombardment can lead to audience insensitivity whereby your future messages will be ignored.

Where possible it makes sense to sample audience reaction via telemarketing calls. Let’s face it, most recipients of unsolicited email messages will have little interest to reply to messages. Better to reach back out to recipients, individually, to determine whatever opinions may be at hand before advancing a campaign to subsequent mailings.

We are interested in working with customers who would like a coordinated campaign of email marketing in conjunction with a telemarketing lead generation program. We welcome opportunities to elaborate on our experience, not to mention to learn further about your objectives. Please call Ira Michael Blonder, IMB Enterprises, Inc at +1 631-673-2929 to further a discussion.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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