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Sourcing addresses is not enough, expert warns
by David Howells, pure360emailmarketing
Repost
Companies are being urged to do more than just acquire email addresses if they want a successful email marketing campaign.
Many sources claim that getting people to opt-in for email marketing is the biggest obstacle facing marketers.
However, because of this, many companies are focusing too much on sourcing email addresses and not enough on delivering quality, well-designed emails.
Digital marketing expert, Tim Roe, has claimed that far too many businesses are relying on “load and blast” campaigns where they source email addresses and send regular but ill-thought-out mail shots.
Roe claimed that this method is alienating the majority of consumers who are now becoming increasingly fussy with their email inboxes. He added that even if customers give their prior consent to receive emails, it does not mean they will read or even open them, unless campaigns are relevant and well-timed.
“The best time to communicate with customers is when they are in a position to buy,” Roe told Email Schools.
“Identifying this intent to purchase means your communications will be most relevant, more likely to go into the inbox and customers are much more likely to respond.”
Adding, Roe told internetretailing: “As the most relevant communications are based on user activity, plan to build automated rules so a particular segment will receive a specific type of campaign or automated process.
“Once set up these can run for months.”
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