Industries have their seminal moments that affect the direction of their development from that point forward. I see one of those happening right now in email marketing: the dialog between marketer and customer about what the customer wants to receive.Powell's Books is among the pack leaders and is reaping the benefits, as this story on InternetRetailer.com describes:
Powell’s Books has been sending shoppers e-mail newsletters recommending books on subjects the recipients told the retailer they enjoyed. The e-mails were opened 70% more than generic marketing e-mails sent by Powell’s.
The campaign, launched in February, allows consumers to choose from 10 e-newsletters on various topics, such as romance or literature, and then sends the applicable newsletter via e-mail. “The Subject newsletters are proof positive that the more focused the content, the more likely customers are to interact,” says San Whitmore, online marketing developer.
The campaign, launched in February, allows consumers to choose from 10 e-newsletters on various topics, such as romance or literature, and then sends the applicable newsletter via e-mail. “The Subject newsletters are proof positive that the more focused the content, the more likely customers are to interact,” says San Whitmore, online marketing developer.
Marketing email content driven off subscriber information has been and continues to be a powerful mechanism to get personalized content into the subscriber inbox, but when it's feasible and appropriate, asking the consumer directly is even better.
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