O email continua a ser um dos canais promocionais preferidos pelos consumidores. E a sua eficácia tende a aumentar quando devidamente segmentado e personalizado.
Consumers still prefer
email marketing to other promotional channels, one expert has claimed.
David Cole, managing director of market research firm fastMAP, said that in
2008, 86 per cent of people willingly opened email packs.
However, he explained that in order to maximise the value of
email marketing, firms must first establish a relationship with the customer.
"Although people favour email…37 per cent of them only opened ones from a
company with which they already had a relationship," Mr Cole stated.
Robert Keitch, chief of membership and brand for the Direct Marketing
Association, broadly agreed, saying consumers are "largely receptive" to direct
marketing, but only under the right circumstances.
"If marketing is going to be a key revenue driver for companies and pull them
out of the recession, then marketing practitioners must up their game to produce
more effective direct marketing campaigns," he noted.
Earlier this week, Alexandra English told Fresh Business Thinking that targeted
emails have a much greater chance of success than generic content.
