Email Must Be Relevant

The biggest threat to email marketing is people who send out irrelevant messages. It is estimated that AOL blocks an estimated 3 billion emails each day.

So how do you get your email through? By sending your emails to segmented, relevant consumers. Do your homework; find out who your target audience is and tailor make your email to their needs. Don’t just send out emails because you can. You will get a much better return on investment if you know your target audience is relevant.

Michele Rutkowski, marketing director at ConsumerReports.com says she constantly tests different emails. For her monthly newsletter, she sends different versions to subscribers and non-subscribers, with the goal to convert the non-subscribers.

In a recent DMNews article, Bigfoot Interactive CEO Al DiGuido said that too often marketers don’t use the information they have to tailor their email campaigns, with the result of sending offers that only end up alienating consumers.

To learn how .Com Marketing can help you with your next email campaign, click here.