Welcome, Livia. You have 1 unread message.
While reading these sentences I can choose to perform from one of these actions: read the e-mail, delete it or mark it as a spam.
I usually do not open the emails that come from unknown addresses or ones that have vague headlines. I do open emails from sites I have logged on, but not always follow their links and most of the times I take a glance at the content and that’s all. From time to time I get an email telling me I haven’t visited a specific website for some time and probably someone who manages the answers evaluation is wondering if I want to keep my account. Other times I order products online and after that I keep receiving offers or just events invitations.
Thus, day after day, I open and delete newsletters, latest products offers, news of order forms. It does not really mean so much for me, but it sure does for people who generate them.
B2C Internet Direct Mail Communication - direct, personalized, targeted - is more and more used. Because an email is less expensive than a letter, a print or a tv ad, the results of a campaign can be measured, the resources are limited and the messages can be customized for a specific target.
The questions you need to answer before implementing an internet direct mail campaign are:
- Who do you send the emails to?
- Where do you get the addresses from?
- What will be the format of the message?
- What about the content?
- How will you measure the results?
For instance, HTML email strengthens the message, but are preffered by the unexperienced users. That is why it is advisable to let the users choose their desired format. ROI (Return Of Investment) is an efficient method of measuring the results of a campaign. The rate may vary depending on the product, industry and target.
You can find the answers to all these questions, as well as how you can avoid being labeled as a spam generative here.