Paul Hanrahan
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Used well, email marketing is a valuable tool in building a brand relationship with your target audience. But when it’s poorly implemented there’s a real risk of alienating audiences and even losing the support they previously had for your organisation.

Recent research has revealed that one in 10 marketers admit they have sent irrelevant emails to customers. But what’s the big deal?

Email better

One in 10 marketers admit to sending irrelevant emails to customers, according to research sponsored by dotmailer and conducted by the DMA.

Used well, email marketing is a valuable tool in building a brand relationship with your target audience. But when it’s poorly implemented there’s a real risk of alienating audiences and even losing the support they previously had for your organisation.

Rachel Aldighieri, MD of the DMA, advised: “Trust is the key to any long-term relationship and if marketers want to continue to see the impressive returns on their email spend, they will need to heed consumer concerns and take care to give them what they want.”

Meanwhile, Skip Fidura, Chair of the DMA’s Responsible Marketing Committee, warned just how real the risk is when it comes to ‘bad’ email marketing. She stated that over half of consumers think about destroying their email account, as they have become so disheartened with over communication.

“We have a responsibility to our customers, to ourselves and to our businesses to keep our channel not just viable, but thriving long into the future.”

If you’d like support to build effective email marketing into your audience engagement plan and measure its impact, get in touch to find out how we can help.

 

Main image credit: Inbox by Michael (CC BY-NC 2.0)