Don’t think of e-mail as old news. If done well, it can contribute to any marketing campaign. In fact, effective email marketing can change your business outcomes.

“Aye, there’s the rub,” as Hamlet said. Knowing what it takes to make e-mail effective is the challenge. It requires designing and sending:
• The right message in
• The right format to
• The right person at
• The right time.

In other words, you need to understand what your audience is interested in, what devices they use to read your message (so your format is compatible), choosing the target readership (which may involve segmenting your audience) and when they are ready to respond (so you aren’t too late or too early.)

There are a lot of subtleties and nuances, but, at the 10,000 foot level, that’s a good summation.

To get a better handle on the subtleties, you may want to take a look at the infographic by Every Cloud. For example, they report, “About 45% of users will report your email as spam because they feel like you’re contacting them too often. 36% do so because they believe they never subscribed to begin with, and 31% hit the report [spam] button because of irrelevant content.”

That’s a caution to us all to stay on topic with our “brand promise.”

You will discover something (probably, many things) you don’t already know about e-mail in this infographic.

The Giant Email Marketing Statistics Guide

Every Cloud

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