News Article Published:
Wednesday, 24 October 2007
Category:
Legal and accountancy firms can improve the response rate of their email marketing campaigns through careful targeting of customers, according to the Direct Marketing Association (DMA).
The primary reason for specifically targeting consumers is to ensure they get information that is relevant to their needs, said Richard Gibson, chair of benchmarking hub, DMA email marketing council.
He said: "If you target customers with relevant messages, relevant to their needs then the response rates, over time should increase. They are also far less likely to unsubscribe."
And there are various methods to help companies achieve that specific targeting.
"Relevancy, segmentation, targeting and analysis are most definitely in the direction where email marketing has been headed for some time," said Mr Gibson.
As well as attempting to make email campaigns relevant to customers, businesses need to make sure their efforts are legal.
Email marketing has to keep in line with the Data Protection Act, can't reveal recipients' details and include certain information about the company.
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