Email Marketing: Stay Relevant Or Be Treated Like… Spam
By Anna Johnson on July 15th, 2008Now more than ever, email marketers need to send their subscribers content they regard as relevant and in response to their needs.
A study conducted by Epsilon International and Return Path in the Asia-Pacific region has found that while nearly one in three respondents (32 percent) say they “always” respond to targeted,
promotional e-mails… over a quarter also regard emails that no longer meet their needs as spam.
Sounds about right. Once you start deviating from sending subscribers what they want and expect… they’ll start ignoring your emails, unsubscribing and, in some cases, complaining.
Sources: Epsilon, “Email Marketing Increasingly Important In Reaching Consumers In Asia Pacific”, Press Release, June 18, 2008, eMarketer, “E-Mail Relevance a Worldwide Concern”, eMarketer, July 14, 2008
