Although social networks are quickly gaining ground as a source of information for online consumers, regular e-mail newsletters should still be an essential component of your online marketing mix. If a consumer is in the market for a new laptop, it seems rather plausible that they will be interested in receiving relevant information (in particular, special deals), but where do you draw the line? Give users the opportunity of selecting how many newsletters they would like to receive from you (daily, weekly, monthly…) and link prominently to these settings from every newsletter you send. E-mail marketing is an extremely powerful tool, but it is a double-edged sword that can also wreak havoc on your brand.
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