E-mail marketing a bright star in a dim economy
One question has dominated my conversations with clients and in online forums over the past several weeks:
Is my e-mail marketing plan recession-proof??
The answer is that it certainly should be. E-mail marketing is something that companies turned to initially because it was an inexpensive way to reach large numbers of customers. Over time it has evolved and today has one of the highest ROIs of any marketing expenditure.
Double Opt-In
You may have heard a lot recently about the process of ‘double opt-in’ email campaigns. Here’s a brief look at what double opt-in actually means and the pros and cons.
In a single opt-in, people submit an email address and ask (opt) for specific emails to be sent to them. The inherent issue with a single opt-in is that people might submit their name inadvertently, or someone may have submitted their name for them, against their wishes.
