The mere mention of marketing via e-mail conjures up images of unsolicited e-mails offering penile enlargement pills, Viagra, various stocks offerings, and breast augmentation. Derogatorily referred to as “spam”, these emails have made it all but impossible to discuss the legitimate use of email as a marketing tool. Yet e-mail can be a powerful tool when sent to people who have either opted-in (indicated an interest in receiving e-mail from a specific sender) or have a direct interest in the information being sent. To exclude e-mail from your online marketing tactical basket is silly. You simply have to make sure you conduct yourself in a manner consistent with the accepted rules of the game – meaning you don’t engage in the blind mass sending of e-mails to databases you have not either developed on your own, or purchased from reputable opt-in list brokers.
The successful use of email as a marketing tool can be broken down into 5 components. They are:
1. Database
Once you have determined that you wish to engage in e-mail marketing, you need to decide to whom you wish to send your messages. The selection of a list to purchase should be...
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