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Leila Modarres is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

The onslaught of spam and the sheer amount of acceptable emails can render mainstream email marketing less effective than just a few years ago; these times call for more focus and discipline.

Limiting the number of emails can actually increase effectiveness. Stated another way, increasing the volume of emails you send may have an inverse impact on the results.

The bottom line is customization as opposed to mass e-mails. Categorize the audience and send specific data. Precision matters. Avoid generic email blasts. Less is more.

Because there are 100X more e-mails in people's inboxes, emails are being buried and you are competing against bosses, customers and more important people for attention.

What works? Limit your e-mails. Make sure the timing is in accordance with the rules of drip campaigns or campaigns that have proven to be effective. The subject line will do the selling.

As an email recipient, my tendency is to delete unless I see something or someone in the sender or subject that is going to make me stop/think and open. Usually, that is the name of a familiar person or company — possibly even a competitor or a customer. Get one of those into the subject and open rates will be higher.

A contrary observation: going back to tried and true methodologies, like snail mail or real meetings, has yielded more responses than you might have predicted. It is axiomatic that using multiple platforms, rather than increasing usage of one platform, will increase reach (and hence, effectiveness).

Finally, while e-mail marketing can be great and very useful for consumer marketing and product marketing of SaaS-based solutions where you can leverage the freemium model, it is less straightforward -and is proving less successful-- for B2B or services-oriented companies.


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