E-mail spampaigns - yes, DO shoot the messenger

Spam is unsolicited, usually commercial, or objectionable forms of communication sent to a large number of recipients. The content of the message is irrelevant: the criteria according to which spam is defined concerns the distribution of the message, not its contents. This is distinguished from ordinary mailing list traffic, where the members of a mailing list have explicitly and voluntarily signed up to receive that traffic.

"No company worth doing business with should allow its e-mail campaign to become e-mail spampaigns," says Minnie. "There are a few basic rules that need to be abided by to ensure that this does not happen."

Once a company's brand name has been established, target marketing through e-mail can be an effective and inexpensive supplement to more traditional means of media advertising. However, it can even be used to replace these traditional forms.

Build a winning list

It is always a good idea for a company to start a campaign using its own database. This way the recipients already know the company and this increases the chances of the mail being read.

Who wants the mail?

Unsolicited e-mails can anger recipients to such an extent that any potential future business is placed in jeopardy. But e-mails should definitely be sent to people who want to receive it, so give the recipient the option to subscribe, and even entice them to do so by offering an incentive in the form of a discount, for example.

A checkbox that asks for permission to receive e-mail is the most common way of ensuring that the recipient is happy to receive this material. A good practice is to ensure the checkbox is left empty thereby forcing the recipient to make the decision. An additional "confirmation" of this option will ensure a better and loyal audience.

The option to opt out

Every mail that is sent with a marketing purpose must end with a simple way for recipients to subscribe or unsubscribe from the list. Include instructions on how to remove ones name from your list within every e-mail message that is sent out and provide a web-based unsubscribe process that gives immediate feedback.

Format by choice

E-mails can be sent out in Text, HTML or Rich Media formats. Most recipients will be familiar with Text. HTML looks very much like a web page delivered within the e-mail program, but not all e-mail programs can accept HTML messages, an option would be to post the HTML onto the company's website and e-mail the link to customers. Rich Media is like receiving a miniature TV advertisement via e-mail. It is best to find out which format the customer would prefer to receive.

Local is lekker

Use a .co.za address. A lot of spam is sent from overseas and the information contained in the e-mails is meaningless to South Africans. Creating a more local feel will attract more attention.

Get personal

Make use of the 'To', 'From' and 'Subject Line' to personalise the message and make readers feel like individuals. Other sections of the e-mail can also be personalised in order to make an impact.

Time it right

E-mails stand less chance of being read when the recipient's Inbox is full. Time the campaign so that the mail is received at quieter times of the week - Tuesday to Thursday is better, and avoid holidays.

"An e-mail campaign can be a very effective marketing tool if used correctly and targeted at the correct audience. If this isn't being done, the company managing the campaign isn't doing the job properly and will ultimately cause damage by annoying potential customers. In this case the messenger is to blame for not getting the right message across," Minnie concludes.