Email marketers can target campaigns 'effectively'
01/06/2010 11:45:33
Due to the range of information now available to those working in IT marketing, subject and content email campaigns should be relevant to recipients, it has been claimed.
Poor targeting and a lack of understanding of consumers' email usage are the central challenges facing those using email for their IT marketing, according to recent research from the Direct Marketing Association and fastMAP.
However, Jon Maddison, UK country director at Epsilon, a marketing services company, said that email marketers now have "sufficient data" available for them to be capable of targeting a message "really effectively for each recipient individually".
IT sales and marketing have developed over the last couple of years. He said that this means that email can be made "much more relevant for recipients".
Mr Maddison advised those working in IT marketing to only send emails to subscribers that are expecting them.
"If they don't like it they have a very simple opt-out mechanism so they don't get any in the future", he explained.
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