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BizReport : Email Marketing : May 18, 2010

5 Deadly Sins of Email Marketing

When it comes to email marketing, many brands in the travel/hospitality sectors believe they are hitting every note and converting as many consumers as possible. But a recent report from StrongMail indicates many of these brands are making errors which are costing them in both the long and short runs of campaigns. Read on for the 5 Deadly Sins...of Email Marketing

by Kristina Knight

strongmail.gifDoes your campaign stand up to the intense scrutiny of today's consumer? According to a recent Strongmail report many email campaigns are falling short and the reasons why are surprisingly simple. Here are the 5 Deadly Sins...of Email Marketing.

1. Marketers aren't utilizing customer preferences. This may seem like a simple thing, but StrongMail's research shows that many (70%) in the travel and hospitality segments aren't using subscriber preferences and/or behaviors to target mailings after or ahead of a stay with the business.

2. Marketers aren't timing messages. Several research reports have shown that messages sent on specific days of the week or at specific times of day fare better than those which don't note a daypart or day of the week. Before hitting send, marketers need to refresh themselves on when customers are clicking - and converting.

3. Marketers aren't paying enough attention to reputation. With the amount of spam coming through most inboxes on a given day, it is easy for a consumer to mistakenly hit the 'Junk' or 'Spam' buttons for senders they don't recognize. With some programs, an icon is placed on a message so the consumer knows it is a message for which they opted-in. The report also indicates many marketers are ignoring opt-out requests, making the opt-out process too difficult and aren't culling lists regularly for bouncing addresses or non-responders.

4. Marketers aren't testing. Both segment testing and multivariate testing can deliver huge increases in click-thrus and conversions. But many remain resistant to testing options. Many marketers cite the cost of such endeavors, but research has shown that testing messages before a full launch can improve conversion rates by a large margin.

5. Marketers aren't going social. Rather than using social in coordination with email messages, many marketers continue to ignore social opportunities. Making emails shareable through social networks is a relatively easy way of adding a social component to campaigns, but so far only about 37% of email marketers are using social along with email according to an Adestra Email Marketing Industry Census report.

Tags: CAN-SPAM, email marketing, email messages, social marketing, StrongMail

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