Here’s an excerpt from this in-depth article on how real people surveyed feel about using email in general and email marketing overall. It’s a worthwhile read, as I’m sure you’ll see:
Surveys of Internet users and their general email habits, preferences and opinions can make intriguing reading. Here are some key email marketing stats and lessons for you.
Part 1 examines how people view commercial email. Part 2 reviews perceptions of spam, the role of value, and branding implications. Part 3 explores how to manage these perceptions and deal with discontent.
First the good news…
You know that and I know that. But what about the general population? After all, we’re biased. Fortunately, it seems they still use email. For example…
Our addiction to email continues unabated, but that says little about attitudes to marketing email…
In a MAAWG consumer survey, marketing emails and newsletters were the two lowest-ranked kinds of email communication.
Which means it’s critical to remember the email doesn’t equal email marketing. No one’s waiting on pins and needles for your next email marketing program to launch.
So it’s critical not to make the mistake that your marketing email is all about wheedling a response out of unwilling readers. That attitude can make you resort to increasingly desperate calls to action that make your readers tune out and opt out.
So although marketing emails rank below personal emails according to their importance, that doesn’t mean that they’re unimportant.
If you’re using the best practices of permission marketing and delivering value, then you and the subscriber are on the same side.
Read the rest of the article here.
This entry was posted on Thursday, December 17th, 2009 at 1:02 am. It is filed under copywriting and tagged with advertising copywriter, case study writing, copy writing, copywriter, copywriters, direct mail, direct marketing testing, dm copywriter, email copywriting, email marketing, Facebook ad copywriter, freelance advertising copywriting, freelance copywriter, freelance copywriting, interactive copywriting, lead generation, leads, web copywriting, website copywriter. You can follow any responses to this entry through the RSS 2.0 feed.