Despite the growth of social media applications and communications, email marketing continues to offer the highest return on investment (ROI) when compared to other 'traditional' methods of advertising and marketing.
If your SME is contemplating launching an email marketing campaign, then it's definitely worth considering utilising marketing services. Emarketing experts should have the latest knowledge regarding 'evolving' issues such as web browser and email client compatibility, the most appropriate HTML email design techniques, spam filter issues, as well as having the capacity to provide and analyse real-time or post-campaign statistics and reports. They will be able to quickly implement your marketing campaigns whilst ensuring you maximise open rates and conversions.
Importantly, emarketing specialists will have a full knowledge of the various legislations governing email communications to private individuals or 'individual subscribers', ensuring that all of your online marketing campaigns comply with EU regulations.
UK Anti-Spam Laws
In 2002, the European Union issued a formal Privacy and Electronic Communications Directive that principally dealt with the issue of unsolicited emails to private individuals. It stipulates that companies are only permitted to send sales emails to non-customers only if the individual has "opted in" to receive such communications.
Countries within the EU are obliged to implement such Directives, transcribing them into relevant legislations to make them enforceable. In the UK, the Privacy and Electronic Communications regulations were implemented into UK law in December 2003. Self-regulating codes of practice are also in force for mainstream advertisers, enforced by the Advertising Standards Authority.
For SMEs, anti-spam laws are still a very important consideration with email marketing; employing the services of professionals will help you to ensure that all aspects of the regulations are complied with. Another issue to consider are spam filters; as spammers becoming increasingly innovative in their attempts to deliver emails to your inbox, spam filters have evolved to 'recognise' and track certain words, phrases and email design techniques that are commonplace in spam messages.
Whilst this is great news for the average email account holder, it also means that companies need to ensure that they're not caught out with out-of-date emarketing design techniques that could see their investments resigned to the spam folders.
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