Having a good email marketing strategy can be a powerful
tool used to reach new customers, retain and take a larger share of existing
customer’s wallets. The email channel is
familiar, flexible and universal and accessed all the time across a host of
mobile devices that keep people connected at all times.
An effective strategy should
deliver personalized, relevant content, and compliment existing channels. I personally receive plenty of targeted
content via email, either because I signed up to be on a particular
distribution list, or unknowingly consented to receiving the emails when I
purchased something, or signed up for a service. I received the below email this past week,
and needless to say I was taken aback. I
often receive emails from airportparkingreservations.com, and despite seeing
them in my inbox a bit more than I’d like, I am yet to unsubscribe (until now)
since I often use the coupons they deliver when I fly out of JFK.
I thought this was an excellent example of how not to
execute an email marketing strategy.
Better results, such as these examples of great email
marketing campaigns, are sure to come from following a strategy like the
one exactTarget outlines
here.
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