‘Spam age’, as David points out, is no more and email marketing campaign has been more cost and time efficient. He analyzes that there are three factors to determine the success of email marketing, which includes segmenting markets, taking advantage of mobile users, and using good ‘call-to-action’ phrases.

Marketing strategies between a B2C and B2B company would be very different. Not only that, if possible, targeting based on age, location, gender will also be beneficial. Moreover, as a mobile user myself, I do not usually open promotional email with unappealing subject line nor do I read if the content/image is not appropriate for the device, although the companies are not necessarily targeting the wrong customers. Just imagine the amount of money wasted if millions of users are doing the same thing. Last but not least, call-to-action has to be bold and big, for it is used to provoke an action from the customers.

Incorporating what I learned in class, marketers need to do email marketing tests and see what works and what does not. As marketing can either build or damage your brand, campaigns should be considered carefully. Each business and customer is different, hence, micro campaign is essential before investing a large sum of money into the campaign. Testing practices, for instance, putting the brand name to subject line, adding customer’s name, inserting either big or small pictures are some ways to test a company’s email marketing.

Below is a good diagram to visualize steps to take:

Source: http://www.bizcommunity.com/Article/196/14/120266.html