Last week we delivered a presentation at the IAB ShowCase, entitled “E-mail marketing: Hot or not?” We spoke about Internet trends and e-mail marketing. Where and how to use it? Do social network services threaten its strong position? What is new in technology?
Research shows that marketing budgets in the United States in 2009 will be aimed at email, search engines and social network services. It is significant that funds for email marketing will apply to mailings sent to the companies’ own (not purchased) client databases. The focus should be, therefore, on gaining clients’ loyalty. The methods of building email databases (lead generation) are also important. While creating a subscription form for a newsletter or loyalty programme, we should carefully consider the specific user data we need because lengthy are discouraging. It is a good idea to ask recipients to repeat their email addresses to eliminate potential mistakes and improve the quality of our database. It is a nice gesture to send a greeting email for newly registered users, although as much as 60% of companies do not do that.
