Targeting good, prevaricating bad
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A recent survey of marketing and sales executives put email marketing at the top of the tree when it comes to sales and lead generation.Another point the survey highlights is the value of targeting, with the best results coming from 1-to-1 email or emails to small targeted groups (a result bizarrely described as "surprising" by the study authors.)
Truly surprising is that targeting by region and demographics seemed to do worse than untargeted blasts, suggesting there may be some sample bias in the survey methods?
Anyway, targeting is by definition a good thing. But there are hurdles to successful targeting efforts...both real and psychological.
Which is why Matthew Finch's post is a worthwhile read. He points out that you don't need complex database integration to start benefiting from segmentation etc. Your email metrics reports and email software functionality give you enough tools and data to start targeting your efforts right now.
This is a topic close to my heart, and I've mentioned other "simple" targeting approaches in earlier posts. See, for example, Targeting too difficult? Start simple - it works
More on targeted email | Tags: email marketing, targeting, segmentation, database marketing
[This post brought to you by Campaigner Email Marketing]
Permalink | November 30, 2007 | 0 comment(s) - add yours!
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Permalink | November 30, 2007 | 0 comment(s) - add yours!
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