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Email marketing relevance 'can be improved through segmentation'
Mar 10 2010, 22:14 PM
Email marketing campaigns can be made more relevant to consumers through the use of customer segmentation techniques, it has been suggested.
Writing for Smart Biz, Becky Repka, marketing manager of StreamSend Email Marketing, stated that the use of customer segmentation allows marketers to personalise messages to reflect the recipient's location and interests.
"Segmentation capabilities also help email marketers better understand their customer's behaviour," Ms Repka added.
"As results are analysed, marketers can fine-tune messages and delivery schedules to align with their readers responses."
She added that personalised messages show those on email marketing mailing lists that they are a valued customer for a business - something that can help build brand loyalty.
Earlier this week, the growth in popularity of email marketing in New Zealand was highlighted an IT recruitment manager.
Annabelle Klap, IT recruitment division manager for Robert Walters New Zealand, told Computerworld that more companies are seeking to find marketing professionals with a good technical understanding of the internet.
Posted by James Glass
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