More proof that email marketing isn’t about “hammering” your list
Email marketing is hotter than ever.
According to this article, the Direct Marketers Association says that marketers rake in $45.06 for every $1 spent on email campaigns. Compare that to $7.28 for catalogs and $15.55 for direct mail.
But yet…
Even as email is working and becoming even more popular, people are getting weary of all the email.
The big problem, according to Stephanie Miller, vice president of market development for consulting group Return Path Inc., is that less than 20 percent of retailers’ e-mails are customized even though stores have the capability of targeting messages.
So it isn’t about frequency, ultimately. And it’s certainly not about “hammering” your list (many marketers say you have to “hammer” your list).
It’s the customization and making the email more personal that’s important. So a large retailer could send emails based on the customer’s prior purchases, similar to what Amazon does.
A smaller marketer can do the same, but should also include stories and develop a persona to help the prospect/customer form a bond with you, because, at least in the beginning, you are selling yourself in addition to your product.
