Planning 'crucial' for email marketing promotions
Monday 9th November 2009
Small businesses can vastly improve their email marketing campaigns by stepping back to plan their promotional strategies, it has been claimed.
Writing for ClickZ, Jeanniey Mullen, who presents a keynote speech at the Direct Marketing Association's Email Customer Lifecycle: List Growth event in London this week, said it is vital for firms to work out exactly what they want to achieve.
She urged firms to have a good reason to email in the first place, reducing the likelihood of messages being treated as junk, while also calling on them to "get the right tools in place to do the job".
Ms Mullen added that marketers should "get fancy" and "be brave" with their emails while attempting to catch the attention of their audience.
However, she reiterated the point that content quality is a key aspect of any campaign, calling on firms to "get their resources ready", "cross their t's" and evaluate results.
Last week, Mark Hainsby, head of product marketing for Suite26, claimed that growing businesses are especially keen to embrace email marketing and HTML email newsletters.
Written by Debra Hastings-Henry