Every week someone makes a headline-grabbing proclamation about the future of email marketing. So much so that you'd be forgiven for thinking sending marketing communications by electronic mail was on its last legs. Not quite. Clearly there's been a move away from the mass-mailing 'blunderpuss' style approach of the early days. That's going to get you (at the very least) a reputation as a spammer as quick as you like. Personalised highly-targetted email messages can still be very successful. A campaign for a B2B client we ran recently proved to be the most successful we've ever run. The message was simple and answered a very specific question which was a highlighted issue within this target audience. Virtually no graphics and two short paragraphs of copy, with a clear call to action offering a simple solution to a known problem. Response rates were excellent and proved that it's not just about the creative, but about timing, content and providing customers with something relevant and appealing.
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