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4 essentials for awesome emails

December 18, 2009 |

Keeping up with the newest email marketing ideas in creative, as well as the latest regulations, can become a job in itself but, by honing in on the following four key areas, you can drive a highly successful email marketing campaign.

If done right, email can be one of the most cost-effective tools for a B2B marketer, given the ease of the delivery method and timeliness of both delivery and response. With email campaigns, marketers know that their messages are delivered instantly, recipient response time is generally less than 48 hours (and most often in the first few hours), email works for both inbound and outbound marketing campaigns, and nearly all business professionals have an email address.

But, given the increase of spam, phishing, and email viruses, the world of email marketing is changing dramatically. The CAN-SPAM Act went into effect in 2003, and was updated by the FTC in 2008, setting new rules and requirements for commercial email. Techniques that may have been effective just two years ago are likely to generate only half the open and response rates today. Keeping up with the newest ideas in creative, as well as the latest regulations, can become a job in itself but, by honing in on the following four key areas, you can drive a highly successful email marketing campaign.

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