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Effective Email Marketing

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Quick Stats: 91% of consumers check their email daily (ExactTarget) 76% of email opens occur in the fi rst two days after an email is sent (Alchemy Worx) B D X U N I V E R S I T Y Every fi rst-time email marketer has asked the question: "How do I know if I am sending spam?" This article outlines suggestions for not only following the law, but going above and beyond to ensure that you get the best possible results for your campaigns. Email marketing has emerged in recent years as one of the cheapest and most eff ective methods for businesses to reach their clients. Nearly everyone has an email address, and for many it is their preferred method of communication. Getting a client (or potential client) to share their address with you is as simple as asking. So now you have an email list and a message to send, but then comes the dreaded question: How do I know if I am sending spam? Luckily the US Government has laws that clearly state what is and is not spam, and the good news is that they are not diffi cult to follow. Here we will outline what to consider when starting a commercial email campaign and make suggestions for not only following the law, but going above and beyond to assure your contacts that the email you have sent is an important communication and defi nitely not spam. Clearly state who the message is from. The law requires that any commercial email messages have truthful and not misleading header information (the "From" line, "Subject" line, etc.). To make it W H I T E P A P E R | E M A I L M A R K E T I N G A Guide To Effective Email Marketing By: Jon Odishoo Email Operations Manager, BDX

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