Laying out an inviting e-mail welcome mat

11/21/2011 | MarketingSherpa

Automated e-mail campaigns can save time and money and be very effective -- but only if they're properly calibrated to engage leads, argues Jeffrey Rice. More than 4 in 10 marketers surveyed say they think automatically generated messages based on customer "triggers" are effective, while "welcome" messages are favored by 65%, according to the 2012 Email Marketing Benchmark Report. Polite marketers should let readers know why they're receiving a communication and how often they can expect additional messages. Showing the courtesy of unsubscribe and "whitelist" options can start the relationship and good footing.

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