BRIANWOOLF.COM
 
  Welcome     Marketing & Loyalty     Speaking & Connecting     Brian's View     Books by Brian     Marketing Studies     Contact Us  
 
 

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

Most email marketing 'badly targeted', consumers say

More than half (53%) of consumers say almost all direct email they get is irrelevant to them, according to a survey conducted by database marketing firm GI Insight.

The survey also found that, while the marketing industry can certainly improve its email targeting, there are grounds for optimism due to the fact that 73% of respondents also said that they had given a company that they already buy from permission to email them.

Consumers, however, are much less happy with firms they have not purchased from before, with only 51% saying they give permission to companies they have not purchased from to contact them via email.

According to Andy Wood, managing director for GI Insight, "While some firms are devoting more and more effort to personalising and targeting communications, there is still some way to go before the majority of the British public is satisfied with the direct email efforts of the brands they choose to connect with."

For email to work as an effective medium for both the consumer and organisation, drilling down into customer data and using that obtained insight to more accurately target and personalise the email must quickly become the norm. When a consumer receives an email from a brand to which they have entrusted with their email address and other personal information, they rightly expect something more than a mass marketing approach. "They don't expect messages that are totally irrelevant to them, or that are redundant," warned Woods.

A number of significant trends are also uncovered by the report in terms of gender, age, income level/spending power and geography. For example:

"The negative effects of irrelevant email messaging can be really damaging to the brand in terms of reputation, increasing unsubscribes and even lost customers," concluded Wood. "While this is less of an issue for targeting the older, more affluent consumer, when mistargeted emails are sent to the younger, cash-tight customers, the ability to build a long-term positive relationship is diminished. But consider that they will be the affluent, older consumers of tomorrow, so the impact can be very far-reaching."


Sources: GI Insight /
The Marketing Factbook.
Copyright © 2011 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark