According to an expert on the topic of e-mail marketing, the biggest issue which impacts the success of such campaigns is deliverability.
David Kearney, chief executive of Boomerang.com, cited research that stated approximately 20% of the e-mails sent in the U.S. and Canada failed to reach their intended recipient. Of that total 17% fail to generate a bounce-back message, while only 3% end up trapped in spam filters.
"Deliverability is perhaps the most pressing issue facing e-mail marketers," said Mr. Kearney. "Ensuring that the message reaches the most willing recipients is central to a campaign's success. Depending on the e-mail marketer's familiarity common pitfalls, the percentage of undeliverable emails can be high. Attention to these issues before they manifest can greatly improve deliverability rates."
Sales and marketing expert Patrick Valtin said the main mistake made by those who use e-mail marketing is trying to convert a prospect. The direction one should take is instead is trying to attract a qualified prospect.
He gave the example of a Girl Scout selling cookies door-to-door with a sample tray of the product to try.
The e-mails that attracts the prospect's attention and entices them by putting that cookie in front of them to nibble on, those are the successful approaches, Mr. Valtin said.
His three common mistakes made in e-mail marketing are:
Trying to sell the customer through the marketing e-mail. Marketers need to ask themselves the question: what will motivate the prospect to join your list?
Making the subject line too ambiguous; using trite phrases that are actually considered spam. What you have to watch, Mr. Valtin also warns, is "too hot or too juicy is looked upon as spam by search engine spiders."
Not being consistent with the "From" address line. From very beginning, the "From" line should be consistent. Even here there is a need to have instant recognition.
For more from Mr. Kearney, visit
