Email Marketing

When customers and prospects agree to receive emails from your company, it means you’ve established a certain level of trust and respect. It’s not easy to create so much interest in a product or service that people willingly provide their real contact information and risk being spammed with emails to delete every day. But trust is a two-way street. There’s an expectation that the company sending the emails will exercise some restraint and respect for the recipients – a show of some gratitude in exchange for subscribing. Here’s how you can tell if you’re demonstrating respect for the people on your list.

In email marketing, clicks tend to dominate the reporting and analysis. It’s easy to compare the click rate from one email blast to another and use the data to make decisions about content, distribution frequency, list segmenting, and other issues. But can relying on click data instead of the most important metric lead to bad decision-making?

I clicked the email ad to learn more and was brought to the company’s home page, which was a confounding maze of dozens of different products. All they needed to do to call their email advertising successful was include a deep link bringing people directly to the product instead of merely to the home page. Here’s what happened instead.

In this 2002 feature article for leading fitness industry magazine Club Industry, epr President Paul Entin presents the case for health clubs to stay in touch with their members via email.