Following on from part one of email marketing posted earlier on this month, we continue to discuss how it can be effective.
Many of the large email marketing companies will not allow you to upload bought lists of data and if you are caught doing so will ban you from using their services again. The best way is to use your current customer database and send out relevant information frequently but not too much so people get annoyed. Ideally you want to be able to segment your database in to groups. If you are running the campaign for a car garage you may wish to split the prospective clients in to groups such as, people looking for a used car or new car or people who have had a new car for 3 years and looking to change it. This way you can tailor the email you send out to their requirements and ad a personal touch. People prefer to receive emails that interest them and are relevant to their situation and are more likely to click through to your site or contact you.