Skip to main content

E-Mail Marketing

Image
By
God knows how many e-mails a person receives every day. Many e-mails either go directly to the jump-mail box or get deleted without even being opened. Only a few of them are read by recipients. Is e-mail still an effective marketing tool?

Tiffany Black at Inc.com offers several suggestions to help companies improve the effectiveness of e-mail marketing:
· Keep it short and simple. Few people have time to read long e-mails. Then, why shall we spend much time in writing long e-mails? I also believe visual aids and hyperlinks to the company’s webpage are critical. If readers are interested, they can read more with a click.
· Send the right messages to the right recipients. Why will a person open an e-mail that means “nothing” to him/her?
· Create value. For example, offering e-mail exclusive discounts and sending out a series of e-mails --- after reading the first one, people might want to open a follow-up second, third, or forth e-mail.
· Allow users several ways to opt-out.
· Don’t waste money on purchasing or renting e-mail list. Remember, not everyone in the list wants to receive e-mail promotions.
· Manage e-mail list with a reliable e-mail management system, which provides decision makers important information, such as who opened the e-mail, who forwarded the e-mail, who clicked on which hyperlink, who marked it as a spam, and so forth.
· Understand competitors by signing up to their e-mail newsletter.
· Provide sufficient information that catches readers’ attention, yet, invite them to read more with a click.
· Test, test, and test again. An effective e-mail promotion only works on a specific group of customers. It all depends on the nature of a business and who the target recipients are.

Sending e-mail promotion could be as easy as a figure click. However, if nobody reads the e-mail, it becomes pointless. No company wants to spend time and money on anything meaningless. In what way do you think Tiffany’s tactics helpful?

References:
Inc.com: http://tinyurl.com/linchikwok05272010
Picture was downloaded from: http://blaster.capris.com/
Labels:

Comments

  1. Linchi KwokJune 23, 2010 at 7:15 AM

    A relevant discussion at Inc.com:

    Stop E-mail Marketing from Resembling Spam
    http://technology.inc.com/internet/articles/200806/e-mail.html?partner=newsletter_Technology

    ReplyDelete

Post a Comment

Popular posts from this blog

Luxury vs. Millennials and Their Technology: The Ritz-Carlton (By Julia Shorr)

By
Embodying the finest luxury experience, The Ritz-Carlton Hotel Company, LLC has been established since 1983. In 1998, Marriott International purchased the brand offering it more opportunity for growth while being independently owned and operated. They are known for their enhanced service level as the motto states, “Ladies and Gentlemen serving Ladies and Gentlemen”. The luxury brand now carries 97 hotels and resorts internationally and is attempting to keep the aspects of luxury while keeping up with the trends of the technologically improving generations. The Varying Demographics of the Target Market The Ritz-Carlton’s typical target market includes: business executives, corporate, leisure travelers, typically middle-aged persons and elders, and families from the upper and upper-middle class section of society .   This infers a large range of types of travelers in which all are similar in that they are not opposed to spending extra for the luxurious ambiance. However, w...
4 comments
Read more

Is It OK for Hotel Staff to Wear Piercings and Tattoos?

By
Time has changed. I see more and more college students wearing piercings and tattoos nowadays, but is it OK for hotel staff to wear piercings and tattoos? The answer is “no, no, no.” According a report at USAToday.com, customers across the board do not want to see any hotel workers with pierced eyebrow, pierced tongue, tattooed arm, or nose ring. Some may argue that tattooed and pierced workers may seem more acceptable in edgy boutique hotels as compared to the big franchised hotels, but the survey results did not find any differences among a variety of lodging products. Many respondents believe people who wear visible tattoos and piercings are taking a high risk of their professional lives. If you stay in a hotel, do you mind being served by tattooed and/or pierced staff? What if you are the one who makes the hiring decision? References: USAToday.com: http://tinyurl.com/linchikwok08042010 Picture was downloaded from http://tinyurl.com/linchikwok08042010P
28 comments
Read more

How to Convince AI that You Are the Best Candidate for the Job

By
Last week, we discussed how more companies used AI to screen resumes and analyze job candidates’ performance in the initial interviews. We called for companies’ attention to the  potential AI biases in hiring . This week, we will visit what job candidates can do to help AI pick us and recommend us for hiring. A. Writing a Resume Tailored to AI Screening First and foremost, job candidates must thoroughly research the job and the company to understand its job descriptions and organizational culture. From there, they can: Write the resume in Word and submit it as a Word document instead of a PDF file. Select a straightforward format and avoid using graphics, charts, or complex layouts that could confuse AI. Use headings effectively to help AI pick up the content it seeks, such as “Relevant Job Experience” and “Education.” Strategically pick the relevant keywords that match the job descriptions as the job candidates describe what they perform(ed) at work. Highlight their achievements a...
12 comments
Read more