Dive summary:
- Today's email marketers are challenged with emerging technologies and fast changing consumer behavior; to get the best ROI from their efforts there are seven pitfalls to avoid. [see full list at Direct Marketing News]
- One piece of advice is don't write a book; many of the recipients will be reading the email on a mobile device making them much less likely to read paragraphs over a couple sentences.
- A cardinal rule is don't ever use the world "blast" in an email, ever.
From the article:
"Email, the blast ‘em out and collect the money standby of direct marketers, just got a lot more complicated. Challenged by emerging technologies and plain old routine, email marketers have to step up their games to maximize ROI in a time when consumer behavior changes like the seasons."
