Last March 5th we learned that Ray Tomlison had left us. The name probably doesn’t mean much to you, but he could be a legitimate candidate for the title of patron saint of marketers. In 1971, this digital pioneer did no less than revolutionize communication by inventing two decisive computer programs: SNDMSG, which lets you send messages on a network called Arpanet, and Readmail, that enables you to receive and read those same messages. It was the birth of e-mail.
45 years later, @@no less than 205 billion e-mails were exchanged in 2015… @@
So, to say that e-mailing is a key driver in digital marketing is an understatement. But although its high performance rates make it a hugely popular tool among marketers, a number of rules must still be followed to optimize its performances.
The success of a campaign often lies in its ability to engage prospects to download content that prepares them for buying, that makes them aware of strategic issues, or helps them document their decision, in a phase when they are not yet ready to buy. Consequently, e-mail marketing programmes (acquisition, nurturing and relational) play an essential role in the sales process by enabling prospects and/or customers to understand the problems your products can solve, or the opportunities they can help grasp. In this context, the quality of the e-mailing database becomes central to the performance of prospecting and sales processes. A high quality e-mailing list increases the chances of success of inbound marketing and nurturing programmes and prevents the risk of a company being considered as a spammer.
@@Email Marketing : Opt for opt-in @@
Well before adblocks arrived to punish the excesses of the e-advertising ecosystem and made headlines, spamming was by far the most hated practice among Web users, both professional and general public. Addressing an intrusive message without being sure the addressees really want to receive it is the same as shooting yourself in the foot, if not in the heart. As well-worn as it may be, the principle of permission marketing (or opt-in) is still a prerequisite for optimizing the performance of your e-mailing programme. Never forget that deliverability (your e-mail’s ability to arrive in your addressee’s mailbox) goes hand in hand with desirability.
A certain number of basic principles must be followed if you want to build a long-lasting relationship with your customers or prospects, like setting up a subscription management page to give them the choice of frequency and type of information they wish to receive; being attentive to the quality of the data you use (resist the temptation of quantity at all costs); deleting the non-engaged members from your marketing e-mail list; keeping up on and complying with the anti-spam laws in the countries or regions in which you operate.
These commitments do not require any substantial investments, merely a degree of ethics in designing and applying your marketing strategy. And if there is a word in communication that is far from well-worn, it really is this one: ETHICS.