Does anyone else still come across this objection to email marketing - "I get loads of spam and I never look at them, email marketing is just a waste of time and effort!" - but yet they continue with traditional direct mail. How much of that goes unopened? You simply don't know, but with a good email system you can see exactly what is opened, when, by whom, how many times, what links are clicked on and whether it ends in a sale - track that as accurately and easily with traditional direct mail.

I find some clients have a great deal of difficulty coming to terms with the email marketing platform and try to impose traditional direct mail rules. There are some similarities in that the mailshot should be carefully targeted and preferably from a trusted, recognised source. The fact that with B to C the recipient must have positively signed up to receiving the email helps our cause further. When it comes to the creative you really have to concentrate on words rath... Read more