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Current Trends In Email Marketing - Page 1 of 6
A full review of Permission Email - how to do it
right, why people like it, what kind of results you can expect from it, when not
to do it, why everybody wants to get in on it in 2003. And why SPAM works, even
though it's the very opposite of permission email.
A Hunter and Associates Review -
November 2002
1-SUMMARY
| 2-SPAM | 3-COMMERCE
| 4-PERMISSION EMAIL
5-WHAT PEOPLE THINK | 6-HOW
TO DO IT
PREAMBLE
Many of the findings in this review came from merchandising
and sales-oriented research. But it's important for anyone contemplating multiple
emails, and we are concerned here less with prospecting and lead generation, and
more with helping every organization and business understand how to use email
as a way to reach out to its users, employees, vendors, clients, and customers
to deepen existing relationships.
SUMMARY
Email works. Even spam works. What works best of all is
permission email. Commerce is now greatly concerned about spam, which alienates
a consumer base that otherwise would welcome certain commercial emails. Email
is less a direct marketing sales tool and more a branded relationship agent. Email
is only part of all the media used by an organization to communicate, and email
is excellent at tying different media together, but there are several pitfalls
for the organization wishing to reach out using email. The users are the true
driving force in permission email, continually culling dubious or poorly expressed
relationships in favor of honestly valuable relationships built on trust and maintained
with respect.
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