Email marketing "very hard to get right"

05/06/08

As an increasing number of companies from large corporations to small charities are using email marketing as a cost-effective business tool, users are being warned that it is 'very hard to get right'.

The Internet Advertising Bureau has said that although emailing customers is very easy, it is actually 'very hard to get right'.

Ben Butler, content manager at the IAB, said: 'Ensuring your address lists are accurate, up-to-date and segregated into appropriate groups can have an immediate positive effect on open rates.'

Other tips offered by the IAB include analysing campaign reports to determine how many people may have had a message caught in their spam filter and checking copy.

Ensuring messages are kept 'concise, engaging and to the point' can also have a big impact on the success of a campaign, according to the IAB.

A recent study by Habeas found that one in four respondents lose confidence in an organisation that is unable to deliver email reliably.

Charity Technology Trust has been helping charities with their email marketing for over 5 years. Not only they provide a powerfull email marketing tool to deliver and analyse the results, but also help charities with design, content and best practice. 

Read more Sector News >>

This news item is © CTT Copyright