I love e-mail marketing. I think it can be effective if it’s well-written, and the list is good (and it can be very effective if you are using your own opt-in list.)
But if you are sending unsolicited e-mail as a marketing piece, you have to temper your expectations on response. And for a reason why, you need to look no further than what you did two minutes after hitting your desk this morning.
If you are like most folks, you checked e-mail, and you gave your delete key a workout. You undoubtedly got some wonderfully-written e-mail solicitations, with clever subject lines. And you probably deleted them without reading a word.
Don’t feel bad – so does everyone else. It’s that rare “right moment / right message” that gets read and responded to.
Just food for thought on this Thursday evening.