‘Consider incentives’ with opt-in email marketing

Tuesday 19th Jun 2012

Companies engaging in opt-in email marketing have been warned that the incentives they offer will play a big role in shaping the expectations of prospects.

In a recent interview, Tamara Gielen, an independent email marketing consultant and author of specialist blog b2bemailmarketing.com, urged businesses to focus on their offerings during the sign-up stage.

She explained that those that offer a very generic promise or incentive during this period risk leaving their leads confused about what is on offer.

Ms Gielen suggested making it very clear what will be provided when prospects opt in and then bearing these expectations in mind when producing relevant content.

“It all starts with when you are acquiring email addresses – whatever you promise them then and there is what they’re going to be expecting,” she added.

Content was also the focus of a recent seminar given by Marina Lumley, an independent marketing consultant, who emphasised the role of this in attracting and engaging leads at the recent Technology for Marketing and Advertising event.

Read our feature on how boosting your business data lists will increase conversions to learn more

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Article source: http://directmarketing.thomsonlocal.com/News-Advice/News-Archive/Marketing-News/?storyId=84879

‘Consider incentives’ with opt-in email marketing – Business Strata