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There have been some phenomenal figures quoted recently
on the success of e-mail campaigns. There is no doubt that
they work, but for how long?
America is much further down the line in e-marketing
than here in the UK and a recent report has thrown up some interesting
statistics. Although e-mails still give significantly higher responses
than standard mail-shots in every area such as the read rate, the
interest rate and ultimate take-up rate, some companies have seen
a significant drop-off in response compared to their initial e-campaigns.
The report makes it clear that it is 'quality not quantity'
that works, a lesson we should learn in the UK before we 'kill
the goose that laid the golden egg'. Fifty-two percent of
1,256 regular e-mail users surveyed by e-mail solutions provider
Quris Inc. said they delete messages
from unrecognised >>>
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