Email Marketing – Get Better Results with Targeted Emails

By On 16, Feb, 2011 |  In: Email Marketing, Internet Marketing | Tags: , ,  | 0

According to a survey conducted by Responsys, on an average, marketers send 152 emails per subscriber annually. It is essential for marketers to send relevant emails not only for better results, but also to ensure that customers don’t unsubscribe due to unrelated or repeated emails. Results of a research by ExactTarget and CoTweet indicate that 9 out of 10 consumers unsubscribe due to repetitive, boring or frequent emails.

Targeted emailing can ensure that subscribers receive emails that interest them. This will also increase the likelihood of the emails being opened, clicked and converted. Experian CheetahMail conducted a research to find out efficacy of loyalty related emails. The results of this study indicated that emails sent to loyalty program members had much higher success rates compared to bulk mailings. The open rate, click rate and transaction rate of emails sent to loyalty program members was respectively 40 percent, 22 percent and 29 percent higher than bulk emails.

The research by Experian CheetahMail also tried to find out the performance of specific types of loyalty emails by recording the open and click rate of these emails. The reward arrival, welcome, statement and redemption reminder emails had 126.4 percent, 58.5 percent, 56.1 percent and 53.6 percent open rates respectively. While their click rates were 19 percent, 9.7 percent, 6.5 percent and 11.4 percent respectively. These results clearly indicate that consumers show more interest in messages that are relevant to them, like reward arrival and redemption reminder emails. Email marketing is one of the most important tools for strategic internet marketing, and marketers can get much more from this tool by making efforts to send relevant emails to subscribers.

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