Total E-Mail Marketing
This clever text explains how to plan and execute e-mail campaigns which integrate with other online and offline communications, and is intended for customer acquisition and retention.
TABLE OF CONTENTS Total E-Mail Marketing
Chapter 8: E-mail Marketing Innovation
Chapter at a Glance
Overview
This chapter looks at a variety of issues that will affect the future of e-mail marketing. These include the rise of SPAM and the battle against it, the use of wireless access devices such as PDAs and mobiles, and the new opportunities for rich media such as video streaming provided by increased bandwidth.
Chapter objectives
By the end of this chapter you will be able to:
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assess different approaches being developed to control SPAM.
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evaluate the relevance of rich media e-mails.
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identify the options for e-mail using wireless access devices.
Chapter structure
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Solving the SPAM problem
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Rich media e-mails
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Messaging through mobile or wireless access devices
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Picture messaging
Solving The Spam Problem
Newmediazero (2002) reported that according to a new Forrester report the spam flood will drown e-mail marketing . We all see the evidence of this in our inboxes, unless we are enlightened enough to have taken action using the techniques described later in the chapter. According to Forrester, 70% of all online consumers believe that they receive too many e-mail offers and promotions, compared with just 44% two years ago. Meanwhile, business users receive more e-mail than all other forms of communication.
Forrester believes that all attempts by Internet service providers (ISPs) to filter SPAM and efforts by governments to legislate against SPAM will be ineffective. Forrester suggests that it is the responsibility of marketers to manage their campaigns such that consumers receive relevant emails at the...
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