Weboptimiser Email Marketing - Email Response

Email marketing 'must be relevant'
06/04/2009

Make email marketing relevant to avoid blacklisting

Issue Codes Email marketing services

Companies need to ensure that their email marketing programs are as relevant as possible to avoid being blacklisted by email services and consumers, an expert has advised.

Jeffrey Grau, senior analyst at eMarketer, noted that recent research by eROI suggested almost one-fifth of US email marketers do not track the effectiveness of their strategies.

The majority of those in this group said they did not know how to track their campaigns, while others flagged up issues regarding cost and time.

However, implementing the necessary analytics procedures could help to resolve the problem of being ignored by recipients, Mr Grau said.

"The solution lies in using segmentation and personalisation techniques to target emails. Of course, retailers also need to be vigilant about testing their tactics to determine which are most effective," he stated.

Graham Charlton of Econsultancy advises those involved with email marketing to ensure they use a program provider that is capable of integrating with their e-commerce website to track orders.