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Category Archives: Email Marketing
How Not to Email Market
The last few days I’ve been feeling pretty ruthless with my inbox. I am pretty used to getting large volumes of email, that is my norm. It is not uncommon for about 500 emails a day to land in my inbox. The last few days, I’ve been hitting the unsubscribe links a lot.
I’ve spent a lot of time exploring listbuilding and email marketing. There appears to be two schools of thought on the subject.
One is build a relationship with your list. Treat them like you’d like to be treated and they will want to buy from you when you send them an offer. There is a lot of sense in that approach. Think about how you build friendships, you don’t build strong friendships based on what the other person can and will do for you. You build up trust and rapport. When the time arrives you need some help, a friend will usually do what they can to respond. There is a mutuality in a friendship which doesn’t really happen when building business relationships but I think you get the drift. 
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Gmail URL Trap
If you are engaged in email marketing, you will need to be careful how you format your links for those receiving your emails in Google’s GMail.
It appears Google has made a change which has impacted the entry of links. If you make sure all your links start with “www” then you should be okay. If you prefer to drop the “www” then be sure NOT to use capital letters in your URLs.
Have a look at this video by Frank Bauer for a more detailed explanation of how to structure your links.