April 20, 2009

Is spam destroying the world?

It may be able to enhance your love life but according to a study by climate consultants ICF International and anti-virus firm McAfee spam can be blamed for the production of more than 33bn kilowatt-hours of energy every year, enough to power more than 2.4m homes. The Carbon Footprint of e-mail Spam report estimated that 62 trillion spam emails are sent globally every year.

spam

How do email marketers cut through the crap and reach their audience in a legitimate way? How can you avoid being ignored, or even worse, going directly into the spam box? There is a real art/science behind the strategy, planning and execution of email campaigns. I have the pleasure of working on a regular basis with Tamara Gielen, an independent email marketing consultant, and she provides many useful insights on her website. Check it out here. Many companies are shifting from physical direct marketing to email. Experts like Tamara will be vital to make sure that their marketing dollars are not wasted. As for the creative aspects of email there are some great examples to be found. The site Campaign Monitor collects emails and comments on them. Very useful. But don’t forget – many people check their emails on mobile devices so make sure you have a killer subject line. It may be the only reason someone clicks.