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The real problem with open rates
Chris Baggott of vendor ExactTarget hits the email nail on the marketing head in this post at his blog.
He addresses the suggestion that open rates are falling as the proportion of older names on house lists grows. The argument being that list fatigue gets worse, the longer you're on a list.
Chris's argument is that it doesn't have to be so - list fatigue only sets in if you're not sending relevant material to recipients. And he uses an example to illustrate his case.
As opportunities to receive email increase as more and more companies switch on to the potential, the email overload problem isn't going to go away, even if the spam problem is resolved.
Relevancy through database marketing is one critical solution to the problem for marketers. For now. I would still argue that even that won't be enough in a few years time.
Chris Baggott of vendor ExactTarget hits the email nail on the marketing head in this post at his blog.
He addresses the suggestion that open rates are falling as the proportion of older names on house lists grows. The argument being that list fatigue gets worse, the longer you're on a list.
Chris's argument is that it doesn't have to be so - list fatigue only sets in if you're not sending relevant material to recipients. And he uses an example to illustrate his case.
As opportunities to receive email increase as more and more companies switch on to the potential, the email overload problem isn't going to go away, even if the spam problem is resolved.
Relevancy through database marketing is one critical solution to the problem for marketers. For now. I would still argue that even that won't be enough in a few years time.
Permalink | September 23, 2005 |
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