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Relevancy 'is key to effective email marketing'
Jul 30 2010, 13:29 PM
Email marketers must ensure that the content of their correspondence is relevant.
This is according to Daniel Burrus, Founder and Chief Executive of Burrus Research, who noted that the key to effective marketing is to make messages "highly relevant so recipients do not dismiss it as junk".
He noted that targeting has never been easier, with tools such as Yahoo, Google and Microsoft.
"On Yahoo alone, 800 million people are in a community of interest. Each community of interest is tightly focused on one subject, with thousands of members sharing their experiences, photos and passion," Mr Burrus explained.
He added that companies can engage with people through these communities and give them the opportunity to opt-in to an email list.
Speaking last year, Matt McNeil, founder of Sign-up.to, said it is important to ensure that marketing material is personalised for a particular audience, especially for age groups that are perhaps less responsive.
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