Avoid these 4 Creative Gaffes in Emails

Karen J. Bannan

When it comes to interactive, marketers are spending a lot more time on customer acquisition than they are on retention, according to the latest Direct Marketing Association/Winterberry Group “Quarterly Business Review.” According to the report, which is based on results from an April 2012 online survey of 234 DMA members, in the first quarter of 2012, marketers allocated 61.7% of their overall direct marketing budgets for customer acquisition methodologies, including email marketing. It's not surprising then that customer retention creative gets short shrift in many cases, said Regina Gray, VP-strategic services at Experian CheetahMail. “Emails are the last thing in the list of priorities, so design isn't optimized,” she said. “We tell customers that they have to start thinking more strategically for creative.” When they don't, she said, they make several common mistakes.

Below, Gray details the top four creative gaffes that email marketers are making today...

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