Email Marketing: Outdated or Underappreciated?

Can I get an Email?

 

“Can I get an email?” This seems to be the dreaded question that every retailer asks at the check-out counter. Out of pressure, I used to just hand it over. That ended when my phone crashed because I had around 10,000 emails overflowing my inbox. I’m now a bit more selective, and only use that email address for my “marketing” mail. However, now that it’s separated from my school and work emails, I no longer find it a nuisance to scroll through my messages of deals and savings. I mean come on, who doesn’t want to save a buck?

So yes, it might be a hassle to scroll through message after message to weed out the good from the bad, but according to Callie Hinman, author at Kuno Creative, email marketing is still a successful tool, and there are some pretty great perks that you might be missing. In the article 6 Reasons Why Effective Email Marketing is Still a Useful Tool, Hinman explains why email marketing is beneficial. But do consumers share the same view?

Here are what three email users had to say:

 What makes emails interesting and worth your time to open and read?

Jessica: Substantial discounts on products I’m already in the market for. I also hate emojis in email headings.

Karen: Having a key word that catches my eye or involves something I am interested in.

Jenna: Sales and discounts at stores I shop at, especially for online shopping. A code is so easy to copy and paste, so after recieving a coupon code for a certain store, I’ll scroll through their website to see if I like anything. It makes it a lot more likely for me to go through with a purchase.

Do you ever take any action as a result of the emails? Why or why not?

Jessica: If they are relevant to what I’m in the market for and they are a good deal. I un-subscribe to companies who send email offers daily, as well as those I know only use it for advertising purposes.

Karen: Yes, if it’s something that I need or am genuinely interested in.

Jenna: If it’s a good deal and I like a product they offer.

 

It’s clear there are mixed feelings about email marketing, and while there are a lot of perks, what if you want to opt out? That’s where CAN-SPAM comes into play.

 

CAN-SPAM? What’s that?

Many people don’t know what CAN-SPAM is, let alone why it’s important. The CAN-SPAM act stands for Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003. Essentially, it is a law that sets the rules that cannot be broken, and the requirements that need to be met regarding commercial email and messages. It also gives recipients the right to have companies stop emailing them.

So, if you ever want a company to stop sending you emails, it is required by law that there must be a clear explanation on how to opt out, and if not, there is a penalty of up to $41,484.

So future marketers, heads up! Obey the following and you should be in the clear:

  1. Don’t use false or misleading header information
  2. Don’t use deceptive subject lines.
  3. Identify the message as an ad
  4. Tell recipients where you’re located
  5. Tell recipients how to opt out of receiving future email from you
  6. Honor opt-out requests promptly
  7. Monitor what others are doing on your behalf

The details on those guidelines can be found here.

 

If you are interested in learning more about email marketing, here is an informational video.

 

 

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Email Marketing: Outdated or Underappreciated?