It’s no wonder that email marketing is such a hot topic these days: When properly planned and targeted, email is the most effective direct response tool available online… the ultimate in “push” marketing vehicles.
But email is also quickly becoming an all-around customer relationship device because of its ability to process transactions and handle everyday issues such as customer service inquiries and feedback, which makes it even more powerful.
Just take a look at the following statistics that give further credence to email’s tremendous strength and future…
A recent Forrester Research study estimated that in 2002, 250 BILLION emails will travel across cyberspace. And Jupiter’s latest research reports email ad response rates currently averaging between 5 to 15 percent. Compare that to the struggling banner ad, which is still falling, on average, at well below 1 percent. You can see why online marketers are clamoring to jump on the email bandwagon.
Of course, all of this inbox “action” presents a huge laundry list — clean AND dirty — of issues for marketers to deal with when venturing into this potentially explosive domain. (No, it’s not just about hitting “Send” anymore).
Not to worry. We plan to uncover all the pertinent issues in the weeks ahead, including topics such as: