Scattergun approach fails to realise email potential

by Staff, Brand Republic 02-Jul-09, 15:00

LONDON - Sixty percent of marketers are failing to exploit the potential of email campaigns because they are adopting a scattergun approach to their targeting, according to research conducted by Forrester.

In response to the research's findings, Emailvision has said that the problem is that companies are failing to use clean target lists.

Emailvision, which is an on-demand email marketing software provider, warned that a less targeted approach to email marketing could end up annoying recipients and damaging consumer-perception of a brand.

Emailvision has published a top five list of segmentation tips. It recommends that marketers take their time, don't over-complicate, ask the right questions when customers opt in to receive emails, and constantly update databases.

The Forrester research also predicted that $144m (£88m) will be wasted on undelivered emails by 2014.

Comments

Hugh Bessant - 07/07/2009

It all comes down to data quality, always. It is not just email. A lot more money is wasted on snailmail. No one takes their data seriously enough, because it is now a commodity, and no one is prepared to pay for quality data.