Principal Email Marketing Consultant at Emailcenter

Being a bit of an email marketing anorak I take notice of all attempts by companies to get me on their email lists. Recently I have had two such experiences, one good, one bad.

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With many products and services once you have purchased one particular product you won’t need it again. For example if I buy a big TV I am not going to buy it again and if I holiday in the Sahara desert one year it is unlikely I will want to go there next year (unlike those of us which get our 7 days sun in Spain).

Also, if I buy from a particular product category – say a book – does this mean I am only going to buy books from a company? Clearly not as next time I might come back and buy a CD. But targeting around this purchase would mean you would be focussing on books.

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Recently in my blog post “Choosing the right email frequency” I spoke about pressures on marketers to send more and more email and how that leads to list fatigue.

There are a number of factors to consider that will help you to choose what the right email frequency is and determine whether it is advisable to send that extra email.

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It can be a daunting experience when marketers move away from ‘spray and pray’ email marketing, towards a targeted and tailored approach using dynamic content.

However in reality if you come up with a sensible plan it is relatively pain free and easy to deploy. Here are our 10 recommended steps to get you on your way:

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This video blog post, oh sorry “vlog” post is the first of a new series of email marketing videos staring Emailcenter staff.

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