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Current Trends In Email Marketing - Page 5 of 6
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
WHAT PEOPLE THINK
About one in five people regard all commercial email as
spam, but people generally appreciate marketing email that is done well, and that
they have requested. According to Quris, they most highly value customer service
emails, confirmations, and customized newsletters, i.e. personal service email;
they least value one-off promotional campaigns, contests, and mail from rented
third-party lists. And they know the difference.
Quris also finds that well-executed email marketing permission
campaigns can have a positive impact on consumers' attitudes towards companies.
Permission-based email, when used effectively, increases brand loyalty and motivates
online and offline purchase. People are more likely to click if they hold the
brand value of email in high regard. Two out of three permission recipients have
higher expectations for email programs run by bigger brands.
DoubleClick finds that trust between sender and consumer
is the necessary ingredient. Privacy itself is less of an issue now, but individuals
actively discriminate in all their dealings to establish whom they can trust.
Of survey respondents, 60% decide whether to open an email based primarily on
the From line, and another 35% base their decision primarily on the Subject line.
The most valuable line
This is branding. It is crucial to establish and maintain
consistent branding in the header of an email, so that your recipients can recognize
you quickly as a friend.
Marketers are concerned that email program vendors, led
perhaps by Microsoft, will no longer show the preview of an email as the default
when users check for new mail. But in the face of spam and near-spam, users will
increasingly learn to judge an email by its header alone.
Most commercial emails contain a tiny invisible graphic
that tells the sender if the email was opened: people who read their email headers
while still on the server, and delete bad mail from the server without ever downloading
it, end up quickly being removed from senders' lists - such people receive almost
no spam. If consumers in general should ever learn this technique, or if a software
vendor should catch on big with it, then once again success or failure will lie
solely in the email header. So good advice would be to accept this now as a working
principle.
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