Concep published email best practice guide

Anthony Green, President of Concep in New York, has written an updated Email Marketing Best Practice Guide, an essential read for B2B marketers using email in their marketing mix.

With so much continually changing in the world of email marketing, this guide provides marketers with the essential information they require to maximise the return they get from their email communications efforts - nothing they already know, and nothing they don't have to know.

Although email is an effective and efficient channel with which to communicate with high value clients, it is becoming more and more difficult to simply send an email - there are many more issues to consider, like authentication, corporate firewalls, SPAM filters and image blocking.

An experienced and specialised ESP should take the responsibility for many of these stumbling blocks, but in preparing and planning your marketing campaigns, you should be aware of how they will affect your results.

"Many new clients can be afraid of using email if they haven't previously utilised it in their marketing mix", said Annabel Power, Client Services Director, Concep.

"They come to us for advice on the best methods to implement, deliver and measure their email campaigns and this is a high level guide to ensuring optimal performance; it consolidates all the top tips into one easy to read document.

"It even serves as a reminder to the more experienced users about changes in the industry and necessary requirements".

The Best Practice Guide covers how to ensure brand control and consistency in a large organisation across many different channels, how to deal with image blocking and data protection laws.

It gives clear examples of different email formats for different recipients depending on how they receive and view their emails, and how to make sure your emails are delivered successfully and not blacklisted.

Integration with websites or microsites and CRM databases is also covered as emails are no longer seen as standalone communications, but rather one part of the marketing mix.

A useful checklist is included at the end of the guide for peace of mind before sending any email campaign.

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