Spam or not: Relevancy and trust hold the key

Share this content:

Marketers considering new or increased investment in e-mail marketing should not be concerned that the consumer's inbox is saturated. A recent independent survey of consumers commissioned by GOT Corp. has found that two-thirds of people read the marketing e-mails they receive.

When savvy consumers today look at their mailbox, they can quickly determine what is spam and what is not. Over time, consumers have seemingly developed an internal filter to censor which marketing dialogue is important enough to open, and which messaging is not.

The survey reconfirmed that creating a trusting relationship with customers is a critical aspect of a successful e-mail marketing campaign. Sixty-six percent of the people surveyed wanted marketing e-mails that are personalized to their interests. Seventy-seven percent are opening marketing e-mails from sources they know and trust.

Clearly, consumers want relevant information and content that talks to them personally. One-to-one marketing is the current industry mantra and for e-mail marketers this means investing in trust and relevance.

Online, trust starts right from the get-go when the consumer opts-in and builds over time as the buyer and seller's relationship get stronger. For the marketer, this means constantly reinforcing the identity and credibility of your company at every turn - the use of welcome e-mails and dynamic content to recent subscribers, for example.

Relevance is all about creating respect: honoring the consumers' opt-in preferences and always keeping the context of the moment in mind, understanding that what a subscriber deems relevant today could and will change tomorrow.

Context can depend on demographics, purchase history or time of year. For example, consumers may welcome weekly gift ideas in the holiday season, but might consider them spam in January.

There are many self-serve e-mail tools on the market today, and it has never been easier for marketers to build trust and create relevance through one-to-one e-mail.

While there's no denying that e-mail sensitivity is still an issue, there's never been more openness among consumers to receiving good e-mail. This is good news indeed for online marketers.

Loading links....

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