How is an e-mail marketing different from traditional direct marketing?
| Answer: Many advertisers in the business-to-business (B2B) sector have unwittingly embraced a faulty syllogism that often results in unsuccessful campaigns. This flawed logic works as follows: 1. E-mail marketing is related to traditional direct marketing. 2. A traditional direct marketing campaign often consists of just one mailing. 3. Therefore, you can likewise limit an e-mail marketing campaign to just one mailing. E-mail marketing works differently. People tend to read e-mail messages -- even those formatted in HTML -- from top to bottom in a linear fashion. This linearity actually works to an advertiser's advantage because it provides more control over recipient behavior. However, cramming the material from a traditional direct marketing campaign into one e-mail message (as advertisers often do) results in an overly long message more likely to confuse rather than persuade. MarketingProfs.com contributor Neil J. Squillante explains the whole deal in a wonderful article that you can find in our archives. Read the whole article here! |
More resources related to Email Marketing
-
When Shop.org surveyed retailers for its State of Retailing Online 2009 report, it found that email was the most-mentioned successful tactic overall. What are you waiting for...?
-
Odds are, you don't need convincing to get on board with email marketing. Most marketers these days use email. But are you using it to its fullest potential? Here are 14 ways to get the most out of email.
-
Host George B. Thomas is joined by bestselling author Matt Treacey, who shares his likening of a healthy email marketing program to a flourishing ecosystem. Learn about the stages of awareness, the stages of succession, the high risks of spam, and more.
-
Last April, the last European Union member states implemented Article 13 of the Directive on Privacy and Electronic Communications -- the "Spam Directive." The first paragraph of Article 13 states that sending commercial email messages is only allowed if recipients have given their prior consent. So what's the state of email marketing in the EU a year later?
-
Email marketing, though old school, is always evolving, as are its enhancements. HTML has become par for the course, but many are still reluctant to include video in their emails. This article breaks down the possibilities and best-practices.
-
It's always a good time to fine-tune your email marketing. Tactics that may have seemed brand new in previous years have become table stakes in 2023.
-
Integrating your email marketing application and your internal databases will take time and planning. Start by selecting an email marketing application along with an open CRM application. In doing so, you will increase efficiency and ROI by bringing these powerful tools together.
-
Picture three email campaigns. The first is poorly written, with broken links. The second has a fancy design, but it renders so badly that half the recipients can't see the offer. The third has great content and great design—but gets not-so-great results. Our third entrant—by all accounts the creative "winner"—in fact loses, because all three emails came from the same company and hit the inbox on the same day. There's a message here.
-
How do you upgrade email out of the servants' quarters and into the manor house without causing companywide upheaval that makes a season of Downton-Abbey seem like a child's fairy tale? Focus on these five objectives.
-
Tracking email KPIs goes far beyond simply monitoring your open rates. This article outlines other important metrics to use, and how to track them.
-
Email marketing is likely a vital part of you marketing strategy. You'll need to keep up with these email trends if you want your marketing to remain relevant.
-
The episode features Michael Barber, an email marketing maven who has worked with brands like Johnson and Johnson and meundies.com. The topic of the show? Tips, tricks, and hacks for B2B email marketing success.
-
Marketing professionals know that careful, accurate, and constant campaign tracking and analysis are just as important as delivery itself. Your email marketing campaigns, integrated with Google Analytics, make this possible—and easier to do than ever before.
-
To step up your digital marketing game, you have to combine your SEO techniques with email marketing to achieve genuine, organic reach for your content. It's how you make sure your content reaches your target audience.
-
Email expert Matt Treacey, known for his unique approach that combines scientific principles with marketing savvy, shares his perspective on crafting winning B2B email strategies.
-
Especially if you're targeting the twenty- and thirty-somethings who make up the core of the Millennial demographic, here's a handful of email marketing tips that will help you to boost engagement.
-
If you're interested in optimizing your email campaigns at all, you'll steer well clear of the all-too-tempting email marketing sins of pride, greed, lust, envy, gluttony, wrath, and sloth!
-
All rumors to the contrary, email marketing is not dead or dying. In fact, email is thriving, according to DJ Waldow and his co-conspirator Jason Falls, co-authors of the forthcoming book, The Rebel's Guide to Email Marketing, which explodes many email myths and "best-practices."
-
Issues like inbox deliverability or rendering are not the real problems that confound email marketers. Here's the real issue: Most companies are uninformed about email-marketing best practices and lack in-house expert resources. But because even poorly done email tends to perform fairly well, companies don't realize how much money they may actually be leaving on the table. How can you leave much less on that table?
-
Six Email Marketing Reminders
ArticleWhen you're in the campaign trenches and knee-deep in metrics reports, it's easy to lose sight of some broader issues concerning your approach to email marketing. Here are some reminders to help you step back and reevaluate your email marketing efforts.
