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FAST, RESPONSIVE and measur- able email marketing allows for the same targeting as traditional mail, at a signifi cantly lower cost. Email encourages quick response and helps build loyalty and trust in a brand. Buyers also appreciate how it allows them some control over the frequency and content. And for this reason, retailers recently sur- veyed identifi ed email (18 percent) as one of their top priorities when it comes to allocating marketing funds in 2012. Other top priorities include paid search (30 percent) and SEO (11 percent). Email marketing campaigns
can be organized so each group of recipients receives a relevant, even personalized, marketing message.
And in 2012, the concept of learning something about customer prefer- ences, demographics, desires, and devices, and then building relevant and authentic customer conversa- tions via email around that data, will continue to grow in importance. As with any kind of marketing, tar- geting the right people at the right time is essential, and email makes it easier to strategize and customize. “While segmenting an email list by purchasing behaviors, funnel stage, and user declared preferences has proved successful, marketers need to continue to listen and look for shifts in consumer lifestyles,” wrote W. Jeffrey Rice, Senior Research An- alyst for MarketingSherpa, in his company’s 2012 Email Marketing Benchmark Report. Forty-nine percent of marketers
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responding to the survey said they could not segment their email lists based on viewer device habits. This is signifi cant, considering that in May 2011, Nielsen reported that 38 percent of mobile users own a smartphone, and 55 percent of all new phones purchased were smart- phones. As Practical eCommerce writes, “Given that one in ten email recipients are reading emails on a mobile device, marketers need to fi nd a way to segment email lists so they can accurately identify those subscribers.” In preparation, how- ever, those marketers designing for the B2C channel have created emails for mobile readership (41 percent), even without accurate readings on the exact number of consumers using their mobile devices to read email. This ar- ticle was adapted from a piece by Practical eCommerce. ■
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