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Does email marketing work?

The answer has to be YES it does… but ONLY if it’s done correctly.

Many businesses make the mistake of thinking that sending out lots and lots of emails to people on a list they’ve bought from a list broker is a cheap way of mass marketing and bringing in sales.

It’s a good way of bringing in sales for the list broker but not necessary for the company that bought the list and is mailing out like billy-o…

Some facts and figures:

On average, only 18 per cent of unsolicited emails are ever opened and of those, only 3.3% are read by the recipient. And 2.6% of these are immediately unsubscribed to. Meaning future email will not get through to the person they’re addressed to. That leaves only 0.7% emails that actually get through, are opened and are read.

Not acted upon, mind you – just read.

… assuming the person they’re meant for is the person on the end of the email address. Lists from list brokers are notorious for falling out of date very quickly. Or already being out of date by the time you come to use them.

*Read more about email campaigns here: http://www.philipgwynne.co.uk/marketing/

 

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