Richard is a man with a mission. And that mission is to spare other small-business owners some of the hard lessons he's learned over the past five years. Email marketing is a great tool for the small-business owner -- he's not knocking it. But just how effective are third-party lists for an email advertising campaign?
I feel like part of my responsibility in writing this column each week is to be the industry cynic for all small-business owners out there, to use my experience to help you avoid the mistakes I've made over the past five years.
This week I'm cynical about small businesses buying opt-in email list advertising from outfits like PostMasterDirect, YesMail, BulletMail, and the like. These lists are compiled by getting people like you and me to sign up to receive email solicitations on specific subjects. Sometimes you and I sign up by going directly to these providers' sites. Other times, we sign up through affiliate partner sites. (Take note of this. It will be important later.)
So think of the whole shebang like the electronic version of direct mail.
But email marketing comes with its own problems, and no one ever seems to talk about them.
Next week I'm going to talk about affordably managing your own in-house list: how to build it and what to mail to it.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
After five years of telling others about how to spend their marketing budget online, Richard Hoy recently left the employ of this influential publication to see if what he's been blabbing with his big fat mouth all these years really works. He is President and Co-founder of Booklocker.com Inc., an alternative to traditional publishing that helps authors realize profits of up to 70 percent of sales by combining electronic publishing with Internet marketing.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.