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Email marketing 'not targeted enough'

Rachel Wheeler Archive
Too many consumers are still not receiving well targeted email correspondence, the results of a new survey have found.

The GI Insight-led research has revealed that 53 per cent of customers believe that almost all of the marketing emails that they receive from organizations is not relevant to them.

Having questioned over 2,000 individuals, the results come despite much research which suggests that companies risk losing business with poorly targeted customer correspondence.

"For email to work as an effective medium for both the consumer and organization, drilling down into customer data and using that obtained insight to more accurately target and personalize the email should become the norm," Andy Wood, managing director of GI Insight, said.

However, there were some positives to come out of the study. The firm noted that 73 per cent of respondents were happy to receive emails from organizations that they had purchased from in the past.

Meanwhile, noted that businesses engaged in customer communications must not ignore the growth of social media outlets and channels such as Twitter and Facebook in recent years.

Posted by Paul Newman