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BizReport : Email Marketing : November 23, 2009

CMO: Demonstrate insight and intimacy to engage via email

Brands that continue to send irrelevant, mass mailings either by mail or email risk alienating consumers by demonstrating a lack of insight and intimacy, reveals a new poll from the Chief Marketing Officer Council and InfoPrint Solutions.

by Helen Leggatt

CMO logo.jpgThe survey, which formed part of the CMO Council's report "Why Relevance Drives Response and Relationships: Using the Power of Precision Marketing to Better Engage Customers", found that while 64% of consumers said promotional offers dominate the communications they receive via email and traditional mail, just 41% felt they consisted of "must-read" material.

And, found the poll, if consumers don't view content as being relevant or of value they are likely to unsubscribe. Almost half of the 91% of consumers who opt out of emails did so because they felt the message was irrelevant to them or demonstrated no insight into their preferences. For instance, nearly three-quarters of respondents had received promotions for products they had previously purchased from the company.

"The research clearly shows that staying relevant, valued and connected to customers has become the number one challenge for marketers today," said Sandra Zoratti, vice president, global solutions marketing at InfoPrint Solutions Company. "There is a real need to adopt precision marketing approaches that utilize more tailored and targeted messaging throughout the entire customer life cycle.

Marketers can improve open-rates, engagement and retention by developing ongoing data collection and data maintenance strategies coupled with customer segmentation and analysis to produce personalized communications that compel recipients to open and act on them. Sadly, the CMO Council's poll found that almost a quarter of marketers felt that a lack of real-time data and analytics was holding them back from producing such relevant and engaging communications.

According to the report (.pdf), "While customer data continued to remain in functional silos spread across the organization, marketing found that what data was accessible was often incomplete and inaccurate".

Tags: analytics, data management, direct mail, email marketing, email targeting

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