Monday, 21 January 2008

Email - Use With Care, But Use

I have long been a proponent of email, specifically as an additive channel - we have seen pretty remarkable effects when email is smartly combined with other (off-line) channels. I have also long warned that the indiscriminate use of email because it's cheap - has dangers far beyond the fact that they are simply ignored. A recent post on Chris Baggott's Email Marketing Best Practices blog puts the case for marrying a little strategic thinking, some great creative and a dollop of data brilliantly...

I may be brand-loyal to Goodyear Tires, but their product isn’t the type for which I would subscribe to their RSS feed or visit their site very often. If they want my business they have to recognize who I am and the best time to send me any communications. To be successful they have to pay attention to me. Know how I buy. Know when winter comes where I live. Or how many miles I’m likely to drive so they can send me the right product reminders...the sort of thing that can be done brilliantly with the right combination of strategy, creativity, email & data.

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