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Author: Philip Storey
I am Global Head of Strategic Services at Lyris, London. I have been specialising in Email Marketing for a decade, helping brands such as ASDA, Sony, The Football Association and Tui Travel to develop meaningful relationships with prospects and customers in the inbox, creating engaging and response-triggering email for acquisition and retention strategies that drive a high return on investment.
I am a trainer, speaker and writer for several industry blogs such as Econsultancy and the IAB.
Over the past 12 months, a lot has been said of email becoming a one-to-one channel, with many industry evangelists crying out to marketers to start segmenting a little more, and claiming that spray and pray senders will be perceived as nothing more than spam.
But did we manage to successfully communicate the severity of the situation and the benefits of change, as an industry? I’m not so sure we did, and Groupon is a prime example of a brand that would greatly benefit from this.
It has the most extensive loyalty scheme and probably the biggest database in the UK. The company is not short of cash either, as it accounts for something like one in every seven pounds spent
in the UK.
So Tesco must have the clout to talk to their customers relevantly as individuals through email...surely?
Whilst websites adapt every day to be as accessible and usable as
possible, email hasn’t quite benefited from the same level of attention
in this area. Instead, marketers have frequently chosen to ignore these
developments in all other areas online and continue to do things the way
they always have.
Email as a marketing channel is being creatively
abused like no other, and it is time for change.