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Fine art of email marketing | | 2008/06/05 | | Although email marketing is fairly straightforward to execute, its effectiveness as a technique is hard to perfect, according to one industry figure.
The Internet Advertising Bureau's content manager, Ben Butler, he revealed that the way in which emails are presented are an important factor, as well as the way in which content is written - a concise and catchy style is said to be best.
Mr Butler went on to advise: "Ensuring your address lists are accurate, up-to-date and segregated into appropriate groups can have an immediate positive effect on open rates.
"There might be consumers who are sent an email every month, but who never receive it because of their spam filter settings."
According to a recently-conducted study by Habeas, 67 per cent of respondents prefer email to other online communications such as video and instant messaging.
However, 69 per cent were worried about being targeted in email marketing scams.
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