Thursday, 28, Apr 2011 10:50
There is no substitute for well written copy in an email marketing campaign, it has been suggested.
According to business data specialist Marketscan, "content is king" when it comes to sending out email-based promotional material as it is vital to keep readers focussed on the core message.
It can be tempting to employ all manner of gadgets and gizmos in mail shots, such as graphics, video and embedded links, but it is the written message that is most important, the company stated.
Additionally, it continued, effectively tracking the return on investment of email marketing campaigns is also critical to its success.
"This not only enables you to determine what is (and what isn't) working, but, more importantly, it also gives you an insight as to why," the firm added.
Finally, careful planning can make a big difference, as targeted campaigns at certain times of the year can help manage peaks and troughs in demand, as well as allowing budgets to be managed more efficiently.