Do you KNOW who is receiving your email?
I have found eMarketer to be a great source of insight and information to marketers who are getting out of the traditional “doing it the same old way” mode and into new and innovative digital media. Being from a company that is passionate about relevance in marketing, I tend to pay special attention to mentions and opinions on this topic. I would like to share with you a recent article from eMarketer on the subject of knowing your email recipients. What does this mean?
Getting to know your recipient far exceeds knowing and using their first name in communication, whether you use it as part of your email subject line or content. Here are some of the items that you should get to know….this means capturing this information, storing it, maintaining it, updating it and using it –
- They types of products and services they like (Amazon does a great job of this)
- The types of offers they would like (corollary to the above)
- Whether they are a new or returning customer
- How they would like to communicate with you
- Their name
- Their shopping preferences
- Whether they have visited your website
and many more that you can read in this insightful, rich article.
More importantly, if you do know your email recipients and use this information wisely, what will the result be? More opened emails, more connection, more interest…that’s what you are seeking with email marketing, aren’t you?
