When I ask you to describe email marketing, what’s the first thing that comes to mind? Spam? That’s because ninety percent of the firms that choose to take the plunge and embark on an email-based marketing program don’t do their homework first. They may as well be throwing their marketing pounds straight out the window. What are they doing wrong? Start with the company that is going to be responsible for your campaign. The bulk of these companies are based in America. While that may be reassuring for some people (after all, we’ve all heard horror stories about what can happen if you are so blinkered over saving money that you go with the company based out of Mumbai only to find out there is no recourse if the project goes south), think about it. Your best bet is to choose a UK-based company so you are dealing with support hours that match your own hours of operation and you aren’t dealing with costs changing by the hour with exchange rates. Now that you’re on the right continent, it’s time to narrow your search down based on more demanding criteria. If an email marketing company promises you every email you send to prospective clients is going to be read by the intended recipient, that’s rubbish. But, a capable company does have the ability to improve your success rate considerably with existing customers and prospects. There’s no magic involved. They manage this through expertise and technology. You want a solution that tracks clicks so you can see how many recipients actually opened your email and what they did once they reached your web site. Reliable stats are the only way you’ll know if you’re making the best use of your marketing budget. After a stint in the Media Technology program at the University of Bath, Desmond Baxter moved to Ireland, intent on joining one of the many technology firms based there. He ended up forming his own email marketing company which he grew from a one-room operation adjoining a pub to a sprawling complex employing hundreds, becoming one of Dublin’s entrepreneurial success stories.
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