Targeted emails should be used instead of broadcast in some cases, the expert suggests
Take the hint about broadcast emails, retailers told
Wednesday, 31 Dec 2008 10:56
Online retailers should learn from the email delivery issues at the start of December and use less broadcast emails in the new year, according to one expert.
MediaPost's Chad White stated that Retail Email Index figures for the first week of the month demonstrate that companies "pushed the limits of acceptable volumes" and suggested a new approach should be taken for 2009.
"CXOs (corporate officers) need to understand that 'just send one more email' is no longer a viable strategy," he said.
In Mr White's opinion, a better approach would be to replace at least one planned broadcast email every month with a targeted alternative.
Preference centres can assist firms with deciding which segments to focus on, he explained.
Email marketing has been heralded as one of the most cost-effective forms of online advertising by numerous experts in recent months.
This week, Internet Jungle Guide's Rich Rowley wrote in an article on the Gather website that email is one of the best tools available to marketers.
