Targeting tips

There's another kind of spam trap faced by marketers...a subtle one. All the talk about spam and when you can and can't email folk suggests that the biggest hurdle you can ever face is actually getting to the stage where you can send a marketing message to somebody.

Once you've passed that hurdle, there's a temptation to breathe a huge sigh of relief and relax.

Which is perhaps why long-standing best practices like targeting don't get the attention they deserve.

That's a subconscious theme in David Baker's article yesterday about transactional emails. While he applauds a variety of companies for actually recognizing that such emails are also marketing opportunities, he's not over impressed with how most use that opportunity.

I wonder also, how many of us truly understand how untargeted our emails may be. We've grown to accept relatively low open, clickthrough and conversion rates as the norm, without really questioning why the heck they aren't better.

For tips on changing that state of affairs, try today's blog post from Kevin Hillstrom. He explains how different types of customer data might be used to build better targeted emails. And lists the other folk in your organization who can help you with this.

More on targeting and segmentation | Tags: email marketing, targeting, database marketing

Permalink | August 14, 2007 | 0 comment(s)
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