Bulk Email / Mass email marketing can be a very effective promotional tool, but without web tracking, there is no way to know whether an email marketing campaign is performing good. Bulk email campaign applications such as Vertical Response send out mass email marketing campaigns and give feedback on campaign performance. An email marketing company will then have detailed information on how many people read the email, how many people clicked a link in the email, and how many emails were unsubscribed or bounced.
Statistics like these show whether or not mass email campaigns are effective. Tracking allows an email marketing company to modify its campaigns to improve their performance. For example, if recipients are opening an email, but not clicking the site link, perhaps a better call to action is needed. If there is a low open rate, the subject line might not be compelling enough, or the mass email marketing list might not make up the target audience. Email tracking is a valuable tool for the continued success of mass email marketing campaigns.
Rules for Bulk Email / Mass Mailing
- Mass email marketing lists can be used, but any email marketing campaign must feature an “opt-out method” which allows users to unsubscribe to future emails.
- A bulk email marketing campaign cannot have false subject lines or header information which would mislead email recipients.
- Permission-based email marketing campaigns, or “opt-in” campaigns, are the only legal form of promotion with bulk email marketing lists. This means that a company cannot send completely unsolicited emails.
- Companies must explicitly identify their mass email marketing campaigns as ads or solicitations.
- Any bulk email marketing company must include the sender’s postal address.
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