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When Push Turns to Shove: E-Mail Relevancy and Frequency
Jack Aaronson makes a point worth repeating to yourself every night before you go to bed; relevancy is critical to email marketing success.
He also cites two examples of email marketing efforts that aren't working as well as they could because of this very lack of relevancy.
As he says himself, succintly, "an abundance of professional e-mail isn't technically spam but is annoying. These companies aren't trying to spam me. They just don't know when to shut up."
This also relates to a favorite topic of mine, namely that the obsession with complying with the legal requirements imposed on email means people forget that the recipients themselves have their own requirements and expectations.
Jack Aaronson makes a point worth repeating to yourself every night before you go to bed; relevancy is critical to email marketing success.
He also cites two examples of email marketing efforts that aren't working as well as they could because of this very lack of relevancy.
As he says himself, succintly, "an abundance of professional e-mail isn't technically spam but is annoying. These companies aren't trying to spam me. They just don't know when to shut up."
This also relates to a favorite topic of mine, namely that the obsession with complying with the legal requirements imposed on email means people forget that the recipients themselves have their own requirements and expectations.
Permalink | February 11, 2005 |
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