sale in a million!
that's the expected success rate of the average spam
consider that you might easily be sending out 80-100
million emails every day, then one sale in a million might
make commercial sense.
that doesn't stop it being intensely annoying to be the recipient
person's interesting newsletter is another person's
you've probably got some sort of spam filter installed on your
system. Whilst it does help, by trying to group together
all of the emails that it thinks are spam, I still need to go
look at them a few times every day just to check that a wanted
email hasn't accidently triggerd a quarantine response from the
things up, I can let my filter know specific email addresses that
I'm happy to receive email from regardless of whether their content
looks a bit 'spammy' or not. This is called the 'white
hope that you are as sparing with inclusion on your white list as I
am with mine. Only those that I really trust get to go on my
I'm still left with the drudgery of checking all of the spam every
now and then. As you can imagine I'm not always very diligent
and occasionaly tend to 'just delete the whole damn lot' ... along
with a few 'valid' emails.
suspect that I'm fairly typical of many users - some of whom will be
your target customers and prospects. And that 'valid' email
that I accidently deleted along with the spam was probably your
newsletter announcing a brand new product or service ... about which
I'll never know?
email with consideration
overt permission to sending me periodic email newsletters is one way
to over come this. I'll then add your address to my white list
because I've decided that I value your
might be happy to allow you send me the email, but I'm not convinced
that you warrant inclusion on my prized white list ... yet.
That leaves your email in the spam quarantine area with the risk of
being caught up in a lazy bulk
All is not
lost ... careful thought about how the email is presented and what
goes in it can reverse the situation and accelarate you onto my
many experts around who can help you with this. But one simple
tactic that I recommend to clients is to deconstruct multi-subject
newsletters into very simple, short, text only emails that provide a
small list of teaser headlines that are hyperlinked to the full
articles hosted on your website.
the email is less lilkely to be quarantined by the spam filter (no
graphics to make it suspicious) and the receiving target customer
will appreciate, that being short and clear, the decision to
unquarantine or discard is very easy. And should they want to read
an article it's just a mouse-click
you might get your just reward and make it onto their white
list. But don't get complacent. Remember that the one
sure way to get targets to read your emails is to make them
consistently interesting, relevant and timely. There's no
short cut for excellence in marketing
and working pragmatically like this will help you to make
your marketing work better for you in a more memorable way.
This means that your target customers will be able to differentiate
your products and services from those of your competitors and
clearly see the value in buying from you.
If you would like some advice on memorable
marketing techniques for your own business, or you know someone
at another business who might need help, then please contact
The sooner you start, the sooner you will benefit.
Talkin' To Me? (Update)
Download this update to last month's handy guide
which explained some of the latest thinking on how to get the
best from your marketing in order to improve business
the Chartered Institute of Marketing as part of their Shape The
Agenda series, this document makes easy reading for business
people of all experience levels.
free service to small businesses in the Buckinghamshire, Berkshire
and Oxfordshire area, the Marketing Effectiveness Assessment
delivers a professional audit of how a business is using the tools
of marketing to communicate to existing and potential customers. It
also includes a series of simple and cost-effective marketing
activities that the business can implement immediately and at low
Download the factsheet now.
Chartered Institute of Marketing
Marketing UK (information portal)