It is no secret the e-mail channel is doing well in the recession. As a low cost, efficient channel that lets marketers and brands segment, target and trigger messaging based on behavior, it is not a surprise that e-mail is winning in this environment. It also helps that it provides analytics and measurement tools in a time when budgets are tighter and marketers are expected to deliver more ROI.
But as e-mail continues to grow and we see a wider adoption of the channel, it is now more important than ever for marketers to send targeted and relevant messaging. As consumers are getting more and more e-mails, e-mail fatigue and inbox overload are problems that marketers are faced with. How to communicate a relevant message to a person who wants to see it, at a time when they want to see it, is the big challenge.
Triggered e-mails and targeted segmenting are key to making this work.
Amazon is one of my favorite examples of brands using triggered and targeted e-mail. I like to browse their site occasionally to find out about new books or to look for gift ideas for friends. I often do this in passing, briefly. Every time I spend some time on their site, I later see an e-mail in my inbox with information on the types of things I was browsing on. This is the kind of e-mail that reminds me that I still have to get a gift for my friend or I need to order a book before my next flight. These are the e-mails that I open and appreciate.
As the inbox gets more and more saturated, it is the marketers that send meaningful e-mails that will get the eyeballs.
