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Zendor advice on e-marketing

Marketing specialists Zendor is offering IFAs advice on e-marketing strategies following research by the Fast group predicting email traffic will hit 7.9 billion messages per day before the end of the year.

The company advises that collecting data about users while they are online is key to any email marketing campaign, allowing the IFA to target particular consumer groups in future campaigns.

This information can then be used to personalise emails with the name of the recipient and details of why the campaign may be of particular interest to them.

Once the potential client has the email, they should be able to decipher the message easily without having to work at it.

Zendor also recommends that mailing lists should be maintained with filters and validation controls once they have been put together and warns that sending unsolicited mail may damage customer relationships and lead to legal action against the sender.

Chief executive Keith Basnett says: “Email marketing is just one piece of the customer relationship management jigsaw. Effective follow-up and delivery against expectations is vital to the customer experience – which starts with a contact and ends with, hopefully, a long-term relationship.”

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