Inbox Insider: Geotargeting e-mail

Targeted e-mails are better than batch and blast. One way to target and make things more relevant is through geo tracking, which allows a marketer to send messages based on a recipient's location.

E-mail marketing services firm Listrak recently integrated Google Maps into its e-mail marketing platform to target geographically. The ESP has already offered Geo Tracking, in which marketers can track e-mail results in map form, helping a user determine where their most active subscribers are located. Now, with Google Maps, this can be broken down to a more granular level letting marketers sort the data by country, state or ZIP code.

Through this, e-mail marketers can tell when residents of 94109 in San Francisco are responding to an e-mail promotion and tailor future messaging specifically towards them, and maybe hold off on sending this message to those recipients in Glens Falls, NY — ZIP code 12801 — who may care as much.