Email bombardment 'will turn people off'

Businesses need to make sure they do not bombard customers with unwanted email marketing messages, according to one expert.

Ross Kramer, chief executive officer of Listrak, said too many emails on a regular basis can turn of even long-term subscribers.

The expert recommended that firms use automated drip campaigns, on a daily or weekly basis, which could be used to send specialised messages separate from regular mailings.

Regular subscribers could then opt-in to these special campaigns and also opt-out without unsubscribing from a firm's overall list.

Mr Kramer said: "You can keep your subscribers happy and prevent list attrition by creating targeted drip campaigns. It's a smart way to give subscribers control of their inboxes."

The Sydney Morning Herald recently claimed that businesses need to build customer profiles to target consumers with email marketing campaigns.

It claims messages will be more effective if they are more focused to customers.

Written by Mark Hainsby