The bubble has already burst on email marketing as the latest fad for touching lots of customers or lots of prospects at the lowest possible cost. Indeed, over the last few years, many companies have tried and failed at successfully deploying email marketing campaigns to nurture their relationships with their prospects. Yet despite the let down and the disappointment on the part of many executives, email marketing is still is a very effective means of reaching your prospects and staying in touch with them so that when they are ready to buy you can convert them into closed sales.
What we’re finding today is that lots of companies are worried about being accused of being spammers. And so the spam laws have definitely put a damper on people’s perceptions of the power of email marketing. Another factor that tends to lessen the impact of email marketing is the perception that everybody is sending out e-newsletters on all sorts of topics, giving the picture of information overload that is going on in the marketplace.
Indeed, you could subscribe to numerous e-newsletters and end up overloading your inbox with emails of value on all sorts of different topics. Yet, most executives don’t have time to read e-newsletters in detail. So it's time to rethink your email marketing strategy by deciding how your company can actually deploy email marketing without falling into the "spammer" category of being a spammer or providing just another unread newsletter to its prospects.
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