The Plan or the Trash Can: An Email Marketing Guide
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Introduction: There’s no doubt that email marketing has gotten a bum rap from abusive spammers.Several thoughts such as long prison sentences for wide scale spammers instantly come to mind in a vague jumble when this practice is mentioned. There's definitely a gloomy and sensational edge to email marketing. The Can Spam Act reminded me, in a lesser judicial way, of Elliott Ness taking on Al Capone. I can also still recall reading about the July 25th 2005 murder of Vadran Kushnir, a Moscow-based spammer who targeted millions of inboxes; apparently one of them may have been the wrong one to send spam to.
This madness aside, people in the online advertising and marketing industry, the legitimate ones that is, know that email marketing is vital to a company's strategy. Indeed, marketing via emails enables a company to keep a line of contact with existing clientele and to generate leads for its sales team. The following is a broad overview on how to run an ethical and dynamic email marketing campaign geared towards producing sales leads.
I. Know Your Visitors To Be In Compliance With the Can Spam Act
You should know your visitors for two reasons: legality and efficiency. Firstly, at any given moment, you must be able to account for precisely when and where you got each and every email address on your list. Indeed, for every mass email sent out, there will be a handful of people who did actually sign up to be placed on the list but who, regardless, will continue to complain about being on that list and threaten to report you to your State's Attorney General office.
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