Email Campaign Management: Three Rules of Engagement

Author:

Carl Soderstrom

Source:

While many email marketers focus solely on issues of deliverability, sophisticated companies know they need to understand the customer to bring their promotions to the next level. With Internet search providers cracking down on bulk mailers and the need for CAN-SPAM compliance, relevant and engaging messaging are necessary to drive results.
 
Here are three rules for email marketing engagement to drive consistent profit when targeting a prospect over the lifetime of that relationship.
 
• Know who they are, not just where they are. Geographical targeting is the first and most common form of campaign audience engagement. Typically, geographical targeting is determined by such data as address and ZIP code to tailor information crucial for promoting local events or services that take place in certain areas.
 
It's important to send potential customers promotions they can take advantage of, not ones out of geographic reach. Let's say you're promoting workshops in 13 states. Based on research, you know that the average distance someone will travel to a workshop is 20 miles. If you neglected to implement this data into your geo-targeting, a potential customer 100 miles out of range might sign up only to find out the workshop is too far away to attend. This disappointment can result in negative feedback, adversely affecting your company's reputation and deliverability objectives.
 
Demographical targeting has been used for many years to ...
 
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