Talk about safelist marketing to most people and there is usually a quick and strong reaction. To most people e-mail marketing means spam mail, and spam mail has reached epic proportions nowadays. Open up your inbox and sometimes as much as 50 per cent of your time is taken up sorting out the spam from the genuine e-mails and deleting the unwanted and unsolicited mail. This is unfortunate and companies and service providers need to wise up and realise bombarding a large number of people with mail they are just going to delete, is not the best way to market their goods or services. As a result of the amount of spam people and workers were having to deal with spam filters have become essential to have. However it has been reported that legitimate commercial e-mail messages are getting filtered as well. E-mail can be used very effectively as a marketing tool, but only if used with some intelligence.
E-mail as a marketing tool is employed by companies for several obvious reasons. They can reach a very wide range of customers, not only local or national but global. It is extremely quick, costs very little, uses few actual resources (no paper) and is reaching out directly to the customers. This is as opposed to affiliate market programs where companies and services are waiting for the customer to come to them. In order to seperate themselves from the spam marketers, legitimate companies and businesses are using the “double opt-in” method. This asks potential recievers of marketing e-mails to manually confirm their request for information by clicking on a link and entering a code. It is how they show they agree that they have made that request for that e-mail
There are now spam laws to help regulate email advertising such as the United States’ Controlling the Assault of Non-Solicited Pornography and Marketing Act or the European Privacy and Electronic Communications Regulations 2003. Internet service providers also have strict policies concerning the matter. If internet e-mail administrators decide a business is spamming they can be blacklisted. The CAN-SPAM act (United Sates’ Controlling the Assault of Non-Solicited Pornography and Marketing Act) fines companies up to eleven thousand dollars for violating the law, so most have adopted software that makes sure they do not. Marketing e-mails typically should now include a one click option that allows receivers to unsubscribe should they wish to stop receiving e-mails from that company.
Good e-mail marketers understand that even with e-mailing they need to build a relationship with their targeted audience. Most people look at the from section when deciding whether to open an e-mail or dump it into junk or delete it. Recipients need to trust what they see when they see who it is from. Quantity never beats quality. Sending out a marketing e-mail to one hundred thousand people is not going to get companies more sales than if they are selective and focused. If recieviers of an e-mail see it as being spam then they have a poor view of that company; which means a poor view of the products and creates a poor reputation. This definitely does not create business!
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