What parameters should be applied to your email marketing campaigns? (John Burns)
You Need to Know Your Subscribers’ interests Better to Send them Focussed Emails
Email marketing has come on leaps and bounds since its inception more than ten years ago, it has been suggested.
In many instances, campaigns are now much more relevant than they were in the past, noted Jon Maddison, UK country director at Epsilon in a speech at Internet World. He revealed that people have greater control over what they receive, meaning marketers are able to target their campaigns much more effectively.
“That’s why we don’t have massive problems with people complaining all the time and we don’t have deliverability problems,” the expert highlighted, referring to problems that may have surfaced in the past.
It is important for companies to respect people’s privacy and realise they might not want to receive high volumes of emails, but rather those that are best suited to their individual requirements.
Research published jointly by the Direct Marketing Association and fast.MAP last month revealed poor targeting and a lack of understanding of consumers’ usage as the central challenges for email marketing practitioners. Of the consumers questioned, 64 per cent said they find less than one in ten of the marketing emails they receive as interesting or relevant.