The Hidden Costs of Lazy Email Marketing
The problem with email is it works.
Lazy email practices can still be profitable, at least in the short-term. But while the benefits gained from a bad email program are usually immediate and obvious, the problems they cause are often overlooked... to the long-term detriment of the sending organization and brand.
Watch this webinar featuring Mark Brownlow, writer, editor and owner of "Email Marketing Reports," as he discusses the cost of lazy email marketing. Mark covers the three hidden costs of email marketing and explores how you can recognize the danger and take immediate action.
- The expectation gap - When you or your emails don't match recipient expectations...
- The set and forget problem: administrative pages are key marketing elements
- Email as two-way conversation
- Implied permission and permission renewal
- The new role of social media
- Opportunity costs - "If it ain't broke, don't fix it." But what if your high ROI could be even better with a few simple tweaks to your system? ...
- Simple ways to move "to the next level"
- Getting more out of your campaign reports
- Brand damage from lazy practices - While people simply gloss over a bad print ad or poor radio spot, they have a far greater emotional investment in email. Bad emails cause bad reactions...
- Remarketing gone wrong
- Managing inactives as a double-edged sword
- The frequency trap
- Design and deliverability misses
- Recognition fails
- Poor assumptions
About Mark Brownlow
Mark Brownlow is the writer, editor and owner behind "Email Marketing Reports," founded in 2001, and widely regarded as the world's leading independent resource site on email marketing. The site's "No man is an iland" blog is recognized by the AdAge Power150 as one of the world's best marketing blogs.
Mark has written well over 3,000 articles and posts on email marketing topics. His involvement with the industry stretches back to 1998, when he sent his first commercial e-newsletter.
His eclectic career path has included postdoctoral academia, market research consultancy, translations, freelance business and travel journalism and editing, a network of golf websites and a stint as a celebrity agony aunt columnist.
He holds three science degrees, including a BA from Oxford University, and still teaches communication and specialist English to BSc and MSc students at Vienna's University of Applied Sciences.
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