Relevancy More Important Than Ever, E-mail Vets Warn

Share this article:
NEW YORK -- Leaders in the e-mail marketing industry warned that one of the largest threats to e-mail marketing is irrelevant messages.


Speaking yesterday on a Direct Marketing Club of New York panel moderated by industry veteran Reggie Brady, Bigfoot Interactive CEO Al DiGuido said inbox clutter from spam meant that the bar for e-mail marketers has been raised.


"If you're not relevant to your customer, you are a spammer," DiGuido said.


DiGuido pointed out that AOL blocks 3 billion e-mail messages a day, not all of which come from peddlers of cheap mortgages and herbal Viagra.


"The biggest issue around e-mail marketing is relevancy," he said.


Roy Cumming, general manager of PCH.com, the online arm of Publisher's Clearing House, echoed DiGuido's thoughts. Cumming said PCH.com used segmentation in its sweepstakes offers to stay relevant. For example, for a sports audience, it might give away a trip to the Super Bowl. He stressed that the low cost of e-mail could be a double-edged sword, since it lulls some marketers into a cannon-shot mindset.


"Don't just send because you can," he said. "You need to learn how to segment and target your e-mail."


Likewise, Michelle Rutkowski, marketing director at ConsumerReports.com, said she constantly tested different e-mails. For its monthly newsletter, it sends different versions to subscribers and non-subscribers, with an eye on converting non-subscribers.


"However people want their content is our approach," she said.


DiGuido advised that too often marketers do not use the breadth of information they have to tailor their e-mail campaigns, with the result of sending offers that only alienate consumers.


"Use all that information about a consumer to build a better dialogue," he said.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

SAP Names New CMO and First CDO

SAP Names New CMO and First CDO

Maggie Chan Jones, who helped Microsoft transition to the cloud, takes over from new chief digital officer Jonathan Becher.

Toshiba Business Solutions Names Melo CMO

Toshiba Business Solutions Names Melo CMO

The 23-year content management veteran will lead new product and service development.

The Risk of Taking Email Full Throttle: Answers

The Risk of Taking Email Full Throttle: Answers

As VP of marketing for the fledgling Targeted Outreach, Tony Smith's charge was to help grow the company—but his gut felt he was walking the ethical line. How should he ...