Most people have at least one email address. Each day, when they start working, the first thing that most of them do is to check their emails. There are at least 300 promotional techniques and email marketing remains one of the most effective techniques.
On this basis, it is important to have a clear enterprise wide email marketing strategy that includes objectives and measurement.
As we move towards an increasingly compliance led business culture (see FusionComply) it is important to adopt an opt-in email marketing policy with regards to building a marketing email list.
This can be done, for example by using a MailChimp signup form within websites. You will attract more subscribers if you do not ask for too much information within the signup form. Fashion brands typically only ask for an email address from new subscribers. However, if a first name is also requested, this will allow for personalisation within the email Subject line and body copy.
Promote your newsletter widely, i.e....
