The '2007 Retail Email Marketing Study'
by Silverpop noted how email customers
spend more online than their non-email
counterparts. Those same email customers
spend more on impulse, and are more
likely to pass along the email promotions
they receive.
"Clearly there's value in fine-tuning
email marketing programs to generate
higher response rates and greater financial
returns," said Silverpop managing
director Mike Weston.
One of the easiest things an online
entrepreneur can do is capture the email
address, and just that, for starters.
List growth concerns everyone, but burying
an opt-in box within a site, or asking
for loads of personal details up front,
don't help improve that growth.
Make it easy for people to get onto
an email list. "A robust email
program can gather additional data from
subscribers after marketers convince
them of the value they receive from
the relationship," said Weston.
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