The Six Cs of Permission Email Marketing
Permission Marketing. Beyond buzz word, it's clearly the status quo for email and has long been debated as the future state of direct mail, too. Already legally mandated by data laws in other countries, opt-in marketing may evolve into the preferred model within the US as well.
With marketing channels of choice proliferating and messaging devices diversifying, it's not hard to imagine an opt-in vs. opt-out future where permissions are granted not only by marketing channel (email, postal mail, phone, RSS), but also by content, device, time, and place.
All the more reason to genuinely understand permission, which in the world of email marketing alone appears relegated to subjective definitions. We'll help set the record straight by exploring the first two of six dimensions of permission in this three-part series, "The Six Cs of Permission Email Marketing." read more
Six Classic Mistakes Email Newsletters Make
Email newsletters help build customer and partner relationships, contribute to branding efforts, increase awareness, improve customer service and add value to purchases and registrations.
And those are just the indirect benefits.
But in the rush to the virtual printing presses, marketers are making a lot of mistakes. Eliminate those mistakes and the true potential of newsletters unfolds. Here are six of the best.
1. Confusing newsletters with promotions
Many marketers don't make the distinction between an email newsletter and email promotions. The latter are action-oriented; designed to provoke some kind of (immediate) response through a click, a sign-up, a purchase, whatever. They're what most people think of under the term opt-in email marketing. read more