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Results from recent Survey on Email Marketing

According to Doubleclick’s newly released 2004 Consumer Email Study, consumers increasingly value permission email marketing messages and prefer them to other types of marketing:

54% said they would like email to replace telemarketing
45% said they would like email to replace in- person sales call
40% said they would like email to replace direct mail

The study also shows that recipients have become better in managing their email inboxes, and more particular about what they open and respond to:

"Email sender recognition and relevant content are the keys to successful email marketing; both have a dramatic impact on likeliness to open and convert." Source: DoubleClick

As a result, how can you take this information and apply it to your own email marketing efforts and your own unique audience?

1. Make sure recipients know who you are

64% of respondents cite the "From" line as the most important factor motivating them to open permission-based email." Source: DoubleClick

For better sender recognition, make sure you use a “From” Name and Address along with the Subject line that includes your name, company, product or service name - whichever the recipient will know best. This practice has never been more important and ensures that the email is coming from a reliable source.

2. Make sure you give recipients what they want

When an email is targeted, relevant and timely the recipient is more likely to open, read and act on it. The ideal content and frequency of email marketing communications will be different for every business and every audience.

3. Customer interests

Gather customer interests on your web site sign up form. It may be tempting to send an all-purpose email to your entire audience regardless of their stated preferences, but the DoubleClick study strongly indicates that, from the recipient's viewpoint irrelevancy can easily turn a good permission-based email into spam.

Take the time to learn more about content, relevance and frequency by enabling your visitors, clients, customers or members to choose what kind of information they want to receive from you. When someone signs up to be on your email list, allow him to select his areas of interest.

There are many ways that your web site can play a more productive role in your sales and marketing effort -- just one of these is an effective permission-based e-mail program.

Give us a call at 401-454-1487, and we can help you identify an Internet program that will support your own set of business goals -- within your budget and technology comfort level.

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