Iain Lovatt writes ...
When customers share their email address with you, they do so with a certain amount of trust: that providing you with it will benefit them in the future.
Email campaigns that do not conform to the most basic standards (opt outs clearly visible, company registration details, engaging content and so on) will most likely head straight to the trash.
Get it really wrong and your carefully constructed promotional email will feel like an abuse of that trust, meaning a trip to the spam folder, a click of the unsubscribe button or a place on the block list.
If this is the case, what are you doing wrong? Here are eight suggestions to help improve the success of your email campaigns: