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Email is not only a very popular communication medium -- it can also be a very successful marketing channel! In order to make the most of your email marketing campaign, you need to understand how effective email marketing works...

Result Driven
Unlike many other marketing mediums, email marketing is very measurable. The results are often immediate, and can normally be seen within 48 hours. This allows you to make quick assessments regarding how effective a campaign might be.

Quality Over Quantity, And Subscription Management
When encouraging website visitors to subscribe to your email list, focus on the quality of the list rather than the quantity. Generating subscribers just for the sake of inflating the subscriber list will seldom result in a high conversion rate. Encourage subscriptions from people who will have a genuine interest in your email content. And be sure to provide one-click unsubscribe options -- it should be just as easy for people to unsubscribe as it was to subscribe.

Keep It Clean
Keep the list clean, and quickly remove any addresses that are no longer valid. Continually sending email to faulty or invalid addresses may result in your own email address being blacklisted by Internet Service Providers or email filtering services.

Subject Lines Matter
Use an accurate subject line for each email exchange. Misleading subscribers with exaggerated and alluring titles that do not bare fruit will simply cause frustration for your readers, and that can often drive up unsubscribe requests.

Relevant And Direct
Keep the message relevant to subscribers. Get straight to the point, using simple terms that can be easily understood by the email recipients. This is particularly important if you have a global audience.

Test And Segment
Segment the list into groups, and routinely monitor the effectiveness of the various groups.

Subscription Incentives And Promotion
Use other non-email communication channels to encourage subscriptions to your email list. In order to encourage people to subscribe, consider making discounts or special offers available to subscribers.

Saturation
Send email to the list sparingly. Avoid over-sending to your subscriber base. Sending messages too frequently can result in subscribers simply "tuning out" and ignoring your content, possibly to the point of unsubscribing.

Statistics show that email marketing can be one of the most effective forms of online marketing, with significantly higher ROI rates than other marketing channels. Understand the value of email marketing, and determine how you can make it work effectively for you.

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