Email marketing – is this an legitimate tool of direct marketing?

Email marketing is still new to many organizations and they do not have proper knowledge of developing a plan for launching effective email marketing. Most of marketing executives are unable to develop a plan that clearly demonstrates to management the value and ROI of a strategic and well-run email-marketing program.

For the beginners, the email marketing is a form of Direct Marketing where a message has been sent to a potential customer about the offerings of the company. This is the cheapest form of marketing to obtain repeat orders from your existing customer base as well as getting the new clients as well.

Many companies are doing misuse of it by sending unsolicited emails to many people. This is not an ethical way as well as presenting a bad reputation for other direct marketers. Today more and more people are involved in sending unsolicited mails by projecting themselves as legitimate marketing operators.

In my opinion if an email-marketing plan drawn on permission based model and maintain its relevancies can be a better way of developing a strong customer relation. Relevancy is most important factor because most people looking for information’s on there own subject and least are interested in other offers. There should be option for Opt-In or Opt-out in any legitimate email marketing campaign.

Today defining a strategy is very much important to get maximum CTR (Click through Rates) and proper segmentation of targeted buyers. To improve CTR a mail should be sent to a subset of a mailing list based on a specific filter. Sender must honor the privacy policies and never send a unsolicited mail to any one to create a ethical marketing channel.

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