Spam kills. As marketers, the Can Spam Act led to an uneasy feeling that too much, too fast and a lack of well-defined subscribers would render email campaigns impotent. Now that this piece of legislation is far removed there is light at the end of the tunnel. From 2005 to 2008 the trend favors email marketing.
According to a study by Epsilon, the numbers point to opportunities for those that utilize email campaigns. But there is a catch. Epsilon is a marketing services firm that sells email marketing campaigns to its customers. Oops. The excitement generated by the study should be taken with a grain of salt–a big grain of salt.
It is universally known, however, that when users opt-in to receive emails companies win unless you start loading inboxes with “helpful” information. Our rule of thumb is one email every 6-8 weeks. Email isn’t so bad. You only have one shot, so make it a good one.
