E-mail marketers must recognize changing consumer needs

Share this content:

I spent two evenings without Internet or American Idol last week, thanks to the “catastrophic failure” of my Verizon FiOS equipment. Checking my Gmail at work, the two evenings added up to 140 non-spam messages. Of the daunting 116 com­mercial messages, 112 came as a result of my having opted in.

As I pondered my opter-inner's remorse, I glanced at last week's Forrester Research report, Break Free from Bad Email, which concluded that marketers, seduced by its relative cheapness, were overusing e-mail and neglecting to segment customer lists. My own inbox lent credence to that argument and, I confess to, in desperation, using the “report spam” button to punish mar­keters who either fail to unsubscribe me after multiple attempts, or who don't provide unsub instructions in the first place.

Not all opt-ins are created equal, and many people think they're being spammed when they don't remember giving permission. The ISPs are competing furiously to provide the best service for customers, and the “report spam” button is the easiest way to allow consumers to customize their experience. But many people define spam as mail that doesn't currently interest them, so this poses a real problem.

While marketers must carefully navigate the ISPs' scor­ing methods, it's also important to look at the e-mail channel through the eyes of the recipient. Consumers are currently aiming to cut back their spending, and e-mail marketers must understand that the rules of engagement have changed. Even those that segment and respond to triggers well must factor in an overall decline in discretionary purchases.

Now is not the time to turn consumers off; there is still busi­ness to be had. But by failing to revisit your consumers' needs on a highly regular basis, you not only have disgruntled custom­ers; you also damage your chances of reaching the happy ones.

Contact elly.trickett@dmnews.com

Loading links....
close

Next Article in Email Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here