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You’ve Got Mailby yatin patelIs E-Mail marketing worth it? EMAIL MARKETING IS THE MOST CONTROVERSIAL subject in the Internet world now and is linked with a more controversial subject of Internet security and Privacy rights. This article is not about trying to show the advantages of email marketing or email based CRM solutions, but to render a situation which will make you think about finding ways to make your campaign successful. This article will also assist you to address your strategy based on your specific consumer/product environment and needs. As you start your week on Monday, rested and ready for another busy and challenging week of action, the first thing that crosses your day is 84 un-invited emails and you begin to wonder how on earth did your email address make it on all those lists, unknown to you. And forcefully, you begin to unsubscribe each list until you hit one that really gets your attention: “Dear Mike, Thank you again for being a loyal mobile Customer. To reward you we are offering you 10% off of your next cell phone bill. Please visit a specific website and enter this pin number: 45658, and the discount will be effective.” You go to the website, excited at the idea that someone does appreciate your business and you get 10% off of a cell phone bill. What comes to mind when you think about your email? Email is for communication among your co-workers, a quick note to a family member, and probably JUNK MAIL. As a marketer, it is a necessity to ensure that none of your potential or existing consumers ever gets the impression they are getting junk email from you. The challenge Brand Dilution Does this dismal state of affairs mean we should abandon email marketing until the Spam problem is over, once and for all? email has a lot to offer. Marketers can’t afford to turn their backs on a medium with so much proven potential and reach. Is there still hope for email-based customer communications? Are there ways to reach clients’ target markets via email without putting their brands at risk? Blended Threats One of the most notable trends seen now is the increased use of Spam emails that are attached with viruses. The virus-to-email ratio grew worse during 2002-2003, mainly because many home users and small businesses don’t keep their security up to date, the report notes. Although viruses caused the most immediate damage to corporate networks in 2002, the threat of Spam is rising, as well. In November-2002, this surge peaked, with one in three emails identified as Spam. MessageLabs predicts that Spam will continue its exponential growth into 2003 – 2004. The Players and the Terrain Let us first recognize the two forces in the cyber-land between the lobbyists for the Direct Marketing Association and other advertising entities that want spamming to continue, and Internet advocates who want spamming to cease. Some of the advertising folks are willing to secede from their forced occupation, agreeing that a recipient might have the right to “opt out” from getting Spam. Internet advocates say this continues to put the cost on ISPs and individuals. Many want to return to the days when Spam was what Hormel meant it to be: canned meat. On a good note, in response to the growing anti-spam movement, legislators have taken action. Their efforts are reflected in the several anti-spam laws being considered in state and federal legislative committees. Several of these laws will affect telemarketing and email marketing efforts with nationally recognized Do-Not-Call lists and stiff penalties against unsolicited emails. These impending laws have many marketers concerned. Their fear is that the proposed legislation will be far reaching and bring an end to legitimate marketing campaigns. Legitimate marketers should not fear this legislation. These laws will ultimately help increase the effectiveness of marketing campaigns and will help increase the response rate to marketer’s emails. Finally, Walking the Line Between email and Spam Getting people to say “yes” to marketing emails and then getting them the messages that are most likely to make them buy is a thriving industry of its own. On one end of the spectrum are tailored email newsletters that deliver news, information or other content that people have specifically requested, together with advertising messages. Way over on the other side of the line is where you’ll find unsolicited bulk email full of annoying, hard-sell pitches. Somewhere in between is the random email from a Web merchant you bought from long ago, reminding you that an online buying opportunity still exists on its site. Now there goes the challenge of showing how good marketing skills you have, if you can walk that line. About the Author Catagories:
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