Email marketing professionals ‘should beware blacklisting’
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Email marketing professionals should be wary of their correspondence to prospective customers being regarded as spam, as this can result in a firm being blacklisted by filters.
Return Path advised marketers to therefore provide clear opt-out instructions, as this way consumers will cancel email correspondence rather than the firm itself being blacklisted.
Margaret Fermakis, senior director of professional services at Return Path, told PC Pro: “Companies think that if they make it difficult to unsubscribe, or if I bury the link in the terms and conditions then people will just keep receiving the email, but they are encouraging people to complain.”
Elsewhere, the Direct Marketing Association recently revealed that high street retail brands Tesco, Boots and Argos have the most successful email marketing campaigns.
The research revealed more than 60 per cent of respondents for these firms were inclined to respond to or forward their email correspondence due to its informative and worthwhile content.
Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing
Great article and agree with the comments about email marketing.
Thank you your comment is very much appreciated.