An interesting article in this month’s Internet Retailer Magazine highlights the downsides of ‘batch and blast’ e-mail marketing tactics and the key benefits of highly targeted, relevant campaigns.
Key takeaways from the article E-Mail Marketing May Be All Grown Up, But Marketers Still Have Lessons to Learn include:
- Effective e-mail marketing is more challenging than ever as there are a number of critical factors to consider, including: list quality, content and design, different e-mail providers, changing perceptions of what constitutes as spam, etc.
- Forrester research: 77% of consumers feel they get too many e-mail marketing messages; 72% delete most e-mail without reading it
- Marketers must be more innovative than ever with their campaigns in order for consumers to value their message
- Companies should focus on long-term goals instead of short-term gains, balance user needs with business goals and put campaign measurement practices in place
- Too many marketers still send broadcast e-mail messages instead of customized communications; this can negatively affect a company’s reputation and its ability to reach customers
- Blanket e-mails are ineffective because they have no understanding of you as a customer; relevancy is what truly produces an engaged customer
- Shar VanBoskirk, senior analyst, Forrester Research: “Most marketers today place too much focus on their business goals—sell product, liquidate inventory, drive brand awareness—and disregard the needs of their customers—save money, find a gift, manage loyalty points. No matter how creative or well-timed an e-mail message is, if a user doesn’t find any value in it, the marketing program will be useless to the marketer.”
- At the end of the day, the companies that experience the most success with their campaigns are those that provide their opt-in list with the content their customers care about
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