in South Australia

Issue No. 6 - July/September 2002

Email Marketing Campaigns

by Lee Hopkins

The question, as the Aberdeen Group (http://www.aberdeen.com/2001/research/03022886.asp) recently put it, is no longer whether or not to use e—mail as a marketing vehicle. Today, all businesses should be striving to optimise the internet through the structured use of the medium.

The benefits are just too numerous to list here, but some are:

• low cost of distribution — to e—mail is free
• rapid pace of distribution — you can cover the globe in seconds
• efficient brand management — you can guarantee that the communication you send out is the communication that is received, with no additional ‘colouring’ or ‘chinese whispers’

Yet too many companies are using e—mail marketing for ‘one—shot’ mailings, or they routinely blast their client lists with irrelevant and annoying ‘special offers’.

This s...

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