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Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns ReviewAn e-mail appears in your Inbox. The subject says: "$5,000 Diet Challenge!" The message body starts out, "Hi! My name is Betty Wilson. I got your e-mail address off a post." The message is bulk-addressed to a group of 10 AOL recipients (of which you are one) that appears to have been harvested. And it seems that "Betty Wilson's" e-mail address is seye45y@mail3.blackjackhit.com.Is there any computer user on the face of the planet whose brain isn't screaming "SPAM!!" right now and mentally reaching for the Delete key?
And yet, author Lewis holds up this flatulent piece of dreck as an exemplary e-mail that "has good text, excellent rapport, and a strong one-to-one approach." Umm...okayyyyy...and I'll bet that same excellent rapport helps if you want to sell V 1 A G R A Cheap, No Prescription Needed!!!!!!
At first, I thought he was joking when he highlighted examples like this as the type of e-mail marketing messages we should be emulating. But he's quite serious. Unfortunately, such lapses of discernment send his credibility plummeting and make it hard to separate his good advice from his bad.
He does have good advice to give, too, such as his admonition to carefully test different versions of an e-mail before blasting it out to a large list of recipients, and to measure the response and tweak the final production message accordingly.
Lewis cut his teeth on print-media direct mail marketing and a lot of the writing techniques and triggers that worked in print can be used effectively in e-mail. But today's e-mail marketing messages need to be composed much more carefully to avoid being automatically filtered out as spam -- by machine or human -- and Lewis doesn't convince me that he Gets It. His stuff doesn't pass the smell test.Effective E-Mail Marketing: The Complete Guide to Creating Successful Campaigns Overview
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