It wasn’t so long ago that e-mail marketing, which
is the process of acquiring an e-mail address list from your customer
base and using it to promote your business, was a frowned-upon tactic
that failed to produce positive results; but today, e-mail marketing is
no longer a prohibited technique. In fact, it’s an acceptable, and
often expected, internet marketing format that’s used by some of the most reputable companies in the world.
E-mail marketing campaigns may be more popular with certain
industries, but most of the time, they can work for businesses of all
types. When your clients and prospects receive e-mails from you on a
routine basis, they can stay abreast of your latest special offers,
discounts, and other news. This is a way to connect with your audience
on a scheduled basis. But what makes e-mail marketing a more suitable
tactic today than in the early days of online marketing?
In short, what sets it apart today is a commitment to following the
rules. Companies that find success in their e-mail marketing efforts
know there is a clear path to follow for a successful, ethical e-mail
campaign. That path is laid out by CAN-SPAM, a policy act of the Federal
Trade Commission (FTC) that was implemented in 2003. Without a doubt,
CAN-SPAM is the #1 authority on the best practices for e-mail marketing,
for the benefit of consumers who want to reduce unwanted e-mail spam.
