Rizzi, who has worked on e-mail campaigns for clients such as Charles Schwab, Staples Inc. and the National Football League, said marketers are making mistakes such as slugging e-mail marketing campaigns with generic subject lines. He recommends avoiding subject lines such as ``information you requested,ââ instead stating ``information you requested from Acme Inc.â Rizziâs five-page report is on the companyâs Web site, www.e-dialog.com.
Rizzi cited previously released data from eMarketer Inc. that show the conversion rates for permission e-mail marketing are about 3.2% of prospects reached, which is higher than the 1% to 1.5% conversion rates traditional direct marketers enjoy. He said careful control of the frequency of e-mail and knowing the audience are critical to any marketerâs success.
In b-to-b marketing, Rizzi said marketing strategists should be wary of using e-mail that includes the elements of a Web page, coded using HTML. Thatâs because recipients in top business categories such as ``road warriorsââ donât want to spend the extra time necessary to download a Web-based e-mail. Information technology buyers are also naysayers when it comes to glitzy e-mail, he said.
According to a study by The Winterberry Group, e-mail marketing will be a $3.5 billion industry by 2005. It is already too big a marketing services category to ignore and can no longer be considered in its infancy, Rizzi said.
--John Evan Frook