RELEVANCY is Key in Email Marketing Success
Now I wouldn’t consider myself a cynic, but I had to chuckle when I read the “cynic’s take” at the bottom of this article in Direct Magazine. It’s exactly what I was thinking as I read about this email marketing study’s results.
It seems marketers are improving at deliverability and open-rates, but still struggle with relevancy. Isn’t that ironic? The one element that is NOT technology-based – message and offer relevancy –is still the primary hurdle!
You would think that marketers would have this down-pat by now because fine-tuning your message or offer has been a part of successful marketing long before email was a twinkle in your MS-DOS PC’s eye.
Or, maybe it’s just human nature that we fall into the trap of marketing in terms of what we want to offer to our customers INSTEAD of marketing in terms of what’s relevant to customers’ wants, needs and challenges.
The good news is that even in spite of the relevancy issue, email marketing continues to be a successful and low-cost method for increasing sales and stimulating offline purchases (as part of an integrated strategy… yet another one of my favorite soap boxes, but I will refrain myself!).
This study also shows which sectors did a better job in click-through rates. Enjoy… http://directmag.com/email/news/e-mail-delivery-open-click-0709/
