Targeted emails can 'start a dialogue'

Well targeted email marketing can be used to start a dialogue with a company's customers, it has been claimed.

Marketing expert Amiad Soloman said that improving the relevance of email promotions can provide a huge boost to email marketing campaigns in this respect.

In an interview with BizReport.com, Mr Soloman claimed that new technologies allow for better targeting, which in-turn ensures people's inboxes are not filled with messages they will not read.

However, he noted that current technology is not a panacea when it comes to email marketing.

"In a perfect world, advertisers should of course research the destination for their ads. But even this labour-intensive approach cannot protect a brand from content that is uncomplimentary," he added.

Mr Soloman added that although carrying out effective research is a concrete benefit, it is not a "fool proof approach".

In related news, vice-president of Campaigner Steve Adams noted that businesses should thoroughly test their email marketing campaigns to ensure they are effective.

Written by Debra Hastings-Henry