The value of e-mail

Every web marketing manual praises the email as an economical, practical, measurable and profitable business tool. But how many companies are truly aware of these qualities and exploit them to the fullest?

Let’s look at some data to shed a bit of light on the matter. According to ContactLab’s European Email Marketing Consumer Report, on average a user from the main European countries receives about 25.2 emails a day. Obviously, in the case of a manager or a person in the communication sector – these numbers increase exponentially. And if you want to see how many emails are sent worldwide every day, check out the continuously updated WorldMeters – section Society & Media.

In the midst of this deluge of information, there are also direct-marketing messages – the likes of which include newsletters, bulletins, announcement lists, registration forms or confirmation requests etc. The big question is, how much attention are we willing to grant each of them? Our e-mails are a valuable commodity, and it is up to marketers to make the most of it.

Yet the literacy of this tool – meaning the practices of writing, sending, and managing contacts – is still rather low. Various companies – even top level ones – consider email marketing as a tool to use only because “one must”, because everyone else does.

The results are, very often, disappointing – DEMs and newsletters full of grammatical mistakes, un-displayable images, disclaimers missing, mass mail-outs without differentiation, databases not kept in order etc.

Taking for granted the e-mail as a marketing tool – but also as a means of sharing and transmitting information, in the case it’s not to sell anything but only to inform – is a common mistake.

To get the gist of the subject, the e mail designed should be crispy and easy to understand. Find more info here.

Therefore, it’s important to understand the value of correct information and above all the viral potential of the e-mail. There are many tricks that allow you to increase the value of this form of communication and loyalty, from targeting culture through to the best practices of the sector.

A key point to remember is that via the e-mail we literally enter people’s homes, be it a potential customer or simply an interested one.

The least we can do is present ourselves in the best possible way, and demonstrate that we are interested in them – whether it’s proposing a commercial offer, or to keep contacts informed about our activities.


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