Big Data Means Big Opportunities For Email Marketers

Author:

David Goetzl

Source:

Big Data opens huge opportunities for email marketers to better target consumers. Do consumers mind? In some businesses at least, customers may even be enthusiastic if the personalized information collected gives them some value in return.

At CheapAir.com, Greg Samson, the vice president of marketing, says: “We've found that the most data-driven, potentially scary messages that result from following people are the messages our customers and our subscribers react the most positively to.”

Speaking at the MediaPost Email Insider Summit on Tuesday, Samson added that travel is a very personal activity, and that messages are “driven by data … but they seem to be coming from a person who has just reached out to this customer to help them.” (CheapAir competes in...