{"id":1561,"date":"2015-04-12T09:13:06","date_gmt":"2015-04-12T03:43:06","guid":{"rendered":"http:\/\/www.thinkshop.in\/?p=1561"},"modified":"2023-05-02T12:11:25","modified_gmt":"2023-05-02T06:41:25","slug":"email-marketing-essentials","status":"publish","type":"post","link":"https:\/\/naveen.bachwani.com\/greymatter\/2015\/04\/email-marketing-essentials\/","title":{"rendered":"Email Marketing Essentials"},"content":{"rendered":"<p>As a business, we may\u00a0get tempted with the possibility of buying out a large (cheap) database of email ids and sending them\u00a0promotional emails in the hope of registering a less-than-one-per-cent conversion. The costs are so minimal, it&#8217;s totally worth it, right? Wrong.<\/p>\n<p>The cornerstone of any communication with your customer is <em>permission<\/em>, and many\u00a0organizations ignore this golden rule.<\/p>\n<p>Back when I was Business Head at Experian, we organized an industry event to help prospects and clients grasp\u00a0the essentials of the Email Marketing business. What followed is a\u00a0BusinessWorld feature\u00a0entitled <a href=\"http:\/\/www.businessworld.in\/news\/business\/internet\/don-t-cry-for-email-yet\/1098477\/page-1.html\" target=\"_blank\" rel=\"noopener\">Don&#8217;t Cry For Email Yet<\/a>, based on discussions with your&#8217;s truly. Here is an excerpt that you can use as a guideline of best practices, if you are just starting out with\u00a0Email Marketing&#8230;<\/p>\n<ul>\n<li>Don\u2019t spray and pray! Spamming inboxes with bulk mails will not work. The economics might initially seem attractive. But in the long run, there is reputational damage so permission-based email marketing works best.<\/li>\n<li>Make sure the email is integrated with\u00a0Mobile. 69 per cent mobile users delete if an email does not open properly on their mobile screens.<\/li>\n<li>Test your email before sending it out &#8211; Most successful email marketers test the subject line and content on a sample group before they send mass mailers. Only if the subject line arouses enough interest for a user to open it, does it get sent out.<\/li>\n<li>Don\u2019t put out irrelevant stuff. Most email marketers don\u2019t realize the damage they do to their brands when they cross-market and put out stuff that is totally irrelevant to user.<\/li>\n<li>Always have an unsubscribe option. Global best practices of permission-based email marketing is that they need to give users a choice.<\/li>\n<li>Avoid spam traps. The minute an email marketer sends emails to an email account that has not been used for long, he gets identified as a spammer.<\/li>\n<li>Never purchase mailing lists &#8211; This largely applies to markets like India where most such data is not quite above board.<\/li>\n<\/ul>\n<p>Read the entire article, <a href=\"http:\/\/www.businessworld.in\/news\/business\/internet\/don-t-cry-for-email-yet\/1098477\/page-1.html\" target=\"_blank\" rel=\"noopener\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As a business, we may\u00a0get tempted with the possibility of buying out a large (cheap) database of email ids and sending them\u00a0promotional emails in the<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[26,11,14],"class_list":["post-1561","post","type-post","status-publish","format-standard","hentry","category-blog","tag-resources","tag-technology","tag-work"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts\/1561","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/comments?post=1561"}],"version-history":[{"count":1,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts\/1561\/revisions"}],"predecessor-version":[{"id":4066,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/posts\/1561\/revisions\/4066"}],"wp:attachment":[{"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/media?parent=1561"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/categories?post=1561"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/naveen.bachwani.com\/greymatter\/wp-json\/wp\/v2\/tags?post=1561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}