January 17, 2007 Comments
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Some of you are. How do I know? Cause I'm a mom and we know everything. If you don't want to take my word for it, how about the Email Experience Council? They conducted a study of over 1000 B2B and B2C emails sent during the last quarter and the results are surprising.
According to their report, more than a quarter (28& for you anal types) of those emails failed to include a single link. Not even just one link to the home page of the web site. Nothing. Nada. Zip.
MediaPost Publications reports...
Twenty-eight percent of the e-mails arrived without links, according to the report, while 21% of the e-mails appeared completely blank when images had been turned off at the e-mail service provider level.
E-mail newsletters rendered better than marketing messages, because the newsletters were "understandable and actionable" even without images, according to the report. "Across all samples reviewed, emails that were 'news like' in nature contained a balance of images and text that did not seem to rely on each other in order to make a statement," the Email Experience Council stated.
The Internet gives marketers quick and easy access to consumers. Marketing messages should give quick and easy access to businesses. Don't miss out on the chance to give your audience a one-click option to visit or buy from you. That's like leaving your contact information off of your business card.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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