Recently, I read a post by Mark Haslan on the small business and graphic design news blog of OvernightPrints called ‘Improving relevance, targeting can boost marketing ROI’, based on some recent data from eMarketer.com.
Since it’s about relevance and customer-centricity I decided to cover it.
Consumers are bombarded with an infinite number of advertisements and
promotional messages. So, if something does not seem relevant to them,
they immediately discard it.
If you want your email marketing program to succeed, you need to invest in the necessary resources, tools, creativity and time. You remember how, in the old days, we always said that “email marketing was cheap because it required no stamps”?
Well, those were the days that many of us looked at email marketing as the online equivalent of direct marketing. Email often still serves direct marketing purposes, but it has become much more than that. And, yes, email marketing still has a low cost per contact.
But for companies that want to go beyond good old email marketing (and that should be all companies), it’s time to spend that extra bit of time, intelligence, tools and effort.