E-mail: How to bridge the media fragmentation gap

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Once, marketers didn't worry about media fragmentation in their marketing plans. Having only limited means to reach consumers made it easier to determine which form of media best fit their target audience. But with the array of new media now available, marketers can find their task overwhelming. Mass media advertising, diluted by consumers' fragmented consumption, poses unique challenges for marketers in effectively reaching the right consumers. E-mail marketing, though, remains one of the best direct marketing strategies that marketers can use.

While e-mail has a long history, many marketers still don't understand its full potential as a marketing tool. E-mail allows marketers to easily navigate the media clutter and communicate directly with consumers who might be interested or have already demonstrated receptivity to their marketing messages. Surveys show that consumers want to hear from their preferred brands, especially through e-newsletters. Prospectiv's August 2008 Consumer
Coupon Poll shows that 56% of consumers wanted e-mail newsletters containing coupons from their favorite brands. Backed by these statistics, it should be a no-brainer for marketers to start incorporating e-mail marketing campaigns. I mean, consumers want it — right?

Yes, consumers want to be contacted by marketers through e-mail. But, marketers must heed the importance of sending their customers quality information, aimed at their needs. Do this by building direct relationships with them, by asking about their interests and preferences, and sending them information they want. Consumers communicate more with trusted senders, so introduce yourself with that online handshake and show your customers that you exist to serve them. A key way to achieve this level of granular, one-to-one marketing involves working with an online lead generation partner.

Online lead generation partners help marketers build highly targeted “house lists” of prequalified consumers who have expressed an interest in specific brands, products and services, and requested information. By using a “house list,” marketers can send tailored messages to their best customers, demonstrating that they listen to their wants and needs. If consumers know your brand always sends information that interests them, they will open and respond to your e-mail and you will have created brand loyalty and trust.

Incorporating e-newsletters to communicate and build strong relationships with customers also presents a win-win situation. Consumers receive information that interests them and consumer brand marketers reach their target audience.

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