How to make email marketing more effective
This is the advice given by Steven Permuy in his write-up on email marketing and high stakes.
Permuy says the ‘spray-and-pray’ (or ‘batch and blast’) approach of mass mailing customers is counter-productive. “The growth of email marketing has led to an increase in the number of communications sent to customers, due to ease of execution and low-cost of implementation. Ironically, omitting to apply the rigour of established direct marketing principles to online marketing, such as testing, measurement and relevancy of content, results in less leads as customers increasingly unsubscribe, report emails as spam or implement their own spam filters, and use multiple email addresses to guard their privacy.”
Permuy says it’s important to gain a better understanding of the customer through periodically planned analysis that identifies patterns that trigger dynamic content.