In sum, choosing the best of all the above parameters may yield up to 58 times more response, as compared to choosing the worst of the above parameters. Addressing these helps assuage the concerns of the marketers.
Before you go, I wanted to offer some words of encouragement that I wish someone would have told me when I began with email: when you encounter a ton of information, like what’s been shared in this guide, it is all too easy to get caught up in “bike shedding”, otherwise known as Parkinson’s law of triviality.
I especially like the portion on the “about” page… most people leave this as a wasted opportunity. I see this on a majority of our client sites that the about us page is the second, or third most visited site (behind the homepage) yet most people leave it under-utilized.
His findings show that when we encounter things that pique our interest but don’t reveal “the goods,” we have a strong desire to delve further in so that we avoid the dissatisfaction of not knowing the outcome.
With the expansion of digital technology and tools, direct marketing is increasingly taking place through online channels. Most online advertising is delivered to a focused group of customers and has a trackable response.
It’s essential to start with a strong cocktail of data and creativity that examines audience behavior and media consumption habits to determine what topics people care about most— because art and science combine most powerfully when they unearth a human truth that speaks to the “why” of a brand
When you send out your newsletter, it is only people on your email list that’ll receive it right? But how often haven’t you forwarded a relevant newsletter to a friend, a colleague or your mom? I do it all the time.
Think you’re going overboard with the email signup requests? Listen to your audience, who will likely let you know when you’ve crossed the line. You can also adhere to the old colloquialism, “You’ll know it when you see it.” Go with your gut.
Additionally, sending unsolicited emails is against the CAN-SPAM act. According to the CAN-SPAM Act, a U.S. law that regulates commercial emails, you cannot sell or transfer email addresses, even in the form of a mailing list.  Sending emails to people who didn’t ask for them is spam, and will make the readers will lose trust in your company.
2) Free tools. Create templates, rank checkers, calculators and widgets and let people use them to their heart’s content and even enable them to pass them around. Aaron Wall of SEO Book is a master of this one.
It’s more than just matching cookies across sites, it’s more than just matching devices. It’s going cross-device, cross-publisher, cross-identification format, providing that holistic view of the consumer.
Then, for example, special offers or new flights destinations can be communicated directly to customers using e-mail campaigns. Data is not only collected on markets and segments, but also on individuals and their individual buyer behaviour. Companies such as Amazon are wholesalers of books (i.e. they do not write or publish them) – so they use Customer Relationship Management and marketing communications targeted directly at individual customers – which is another, slightly different example of direct marketing.
The quality of your data is directly tied to the success of your business. It ultimately determines how you market and sell your products and services to customers and how you will continue to retain and engage existing customers. Accurate data is the foundation of your business, and directly impacts your profitability.
In the United States, the National Do Not Call Registry was created in 2003 to offer consumers a choice whether to receive telemarketing calls at home. The FTC created the National Do Not Call Registry after a comprehensive review of the Telemarketing Sales Rule (TSR).[15] The do-not-call provisions of the TSR cover any plan, program, or campaign to sell goods or services through interstate phone calls.
To put these numbers into context: a myriad of data compiled on Twitter shows that the average click-through rate rarely tops 1.64 percent. Without paying for promotion, the average Facebook post is even worse. This is compared to email open rates, which hover around ~20% for many industries and can go up to as high as 40, 50, and 60 percent (and beyond!).
An essential element of successful email marketing campaign is a list of email addresses of people who are really interested in receiving the emails from the company or organization. Otherwise, unsolicited advertising will be classified as spam. Although sending out magazines and newsletters through bulk emailing is free, companies cannot risk the equity of their brands by offending people. An opt-in email list helps you assess the success of your email campaigns, and, more importantly, it reduces the risk of breaking anti-spamming laws.
If you have a strong data team in place, then you may invest your time and resources into building your own sales leads list. But if you are running under tight deadlines and need marketing data on an immediate basis, there is no harm in purchasing a list of your target prospects.
When you send an email, include a forward-to-a-friend link in case recipients want to forward your content to someone they think will find it interesting. Make sure the link directs newcomers to a page with your opt-in form.
Social psychologist Howard Leventhal conducted a study on urgency by testing how people responded to packets of information about tetanus. His goal was to see how he could convince more people to get vaccinated.
MORE FREE NAMES OR MONEY REFUND: Some list sellers will promise to send you FREE email addresses to compensate for undeliverable emails. The weakness of this refund type is that more FREE emails will not correct the fact that most of the good email addresses were probably blocked or diverted to the SPAM box … due to the email list being more than 10% bad. Bottom-line, we recommend avoid buying email lists that do not offer a “money refund” guarantee. You’ll likely receive a high quality email list when there is a money refund guarantee.
It works because they offer the subscriber amazing stories and tips, and emphasize that it is without anything else but relevant content. I especially love that they inform the reader about how easy it is to unsubscribe at any time and that they won’t spam their inbox.
All you need is to add an opt-in form within your content. This can be done by embedding a form from your email provider or you can use one of the plugins listed above which support shortcode placement.
And even if you do manage to get your emails deployed, odds are very good that your email will generate enough “this is spam” complaints to block your current and future emails at places such as AOL, Gmail, MSN/Hotmail, and Yahoo! If you have a consumer focus, the majority of the email addresses on your list are going to come from these service providers.
In many developed countries, direct mail represents such a significant amount of the total volume of mail that special rate classes have been established. In the United States and United Kingdom, for example, there are bulk mail rates that enable marketers to send mail at rates that are substantially lower than regular first-class rates. In order to qualify for these rates, marketers must format and sort the mail in particular ways—which reduces the handling (and therefore costs) required by the postal service. In the US, marketers send over 90 billion pieces of direct mail per year.[23]
All marketers should be familiar with the work of George Lowenstein, a neuroscientist at Carnegie Mellon University. Lowenstein’s research on information gap theory reveals powerful insights for creating email broadcasts that people will actually read and click through.

According to this study conducted by the Nielsen Group, people scan emails very quickly (51 seconds), and the only areas they give any appreciable amount of time to at all are the initial copy and headlines.
The Offer Finally, if/when you send out those “money” emails (especially for re-marketing purposes, which we will discuss later on), you need to test out offers. An extra 15-days to try the product, or a $10 discount for being on the newsletter? Should you offer an incentive to those who have signed up but haven’t gotten started with your product, or just send a reminder? Find out the answers with split-testing!
Some folks know it’s good to be “not bad,” but they might not be aware of the benefits (beyond a clean conscience) that comes with it. If email compliance is a rainbow, then the resulting good is the pot of gold at the end.
“The legal industry refers to the unsubscribe features as “opt-out” requests. A one-click opt-out is not required, and the statute expressly permits more detailed options, such as a menu listing specific types of email from which to opt-out. However, a message covered by CAN-SPAM must contain a return email address or ‘other Internet-based mechanism, clearly and conspicuously displayed,’ within the email that a recipient can use to unsubscribe from the mailing list.
Everybody has an email address. Email is the one thing that makes personalization on the internet possible. You can’t sign up for an account on any website without an email address. Facebook may be the largest social network in the world, but that doesn’t mean that everyone uses it. Whether you like using email or not, it’s basically a mandatory part of interacting online.
Regarding the previous paragraph, you can create as many free email marketing lists under different criteria as you need. Thus you pay only once, and get a year of free updates and an endless number of leads’ contacts. Note that this email scraper even collects hidden email addresses!
You may also notice that Chen takes a different approach to social proof. He does not advertise the number of subscribers to his list but rather mentions recommendations from Wired magazine and 500 Startups.
Use a recognizable sender name – If your subscribers don’t recognize who is sending the email, they might not open it. Use something that is easy to recognize, this may be your name or your brand name – whatever people are more likely to recognize.
There are many vendors out there who sell lists or rent them (though renting means that the list seller maintains ownership and control of the email list). These are collections of email addresses that the vendors sell to any business or individual who can pay the fees. Your email list is considered to be a purchased or shared list if it’s provided to you by a third party, like an email list vendor or affiliate. There’s a few ways that vendors build these non opt-in email lists.
There are hundreds, if not thousands of keywords relevant to direct marketing, so instead of defining them all here, we’ve made a list of around 200 you should be aware of, which you can cross check here for the full definition.
If you have physical stores, it is an excellent opportunity to collect leads without having to buy expensive equipment or train the staff. Hopefully plenty of customers visit your store every day – why not ask them for their email address when they are in your store? It’s just that simple. Asking for their email can seem odd or out of place if the staff doesn’t explain why they should. So instead of just asking them for their email, ask them if they want to save money on their next purchase – because who wouldn’t? I’ve previously spoken to Torkel Johannesen and Alf Johndal from the Norwegian beauty universe VITA. They introduced me to their amazing omnichannel strategy. They use their physical stores actively to collect emails and thereby sign ups for their newsletter.