E-mail marketing is the greatest of levellers

Tesco should be praised for its pro-active approach to e-mail marketing, but it’s not just about who shouts loudest. Effective e-mail marketing is more about relevance than volume.

Ultimately, relevance is the critical factor in all successful e-mail marketing campaigns, so scoring Tesco highly based on volume alone is perhaps misleading. More importantly, what did it say? To whom and when? And what was the impact?

This is the more compelling picture of e-mail marketing and its ability to create a level playing-field between companies the size of Tesco and the corner shop (should it choose to embrace e-mail-based correspondence with customers).

As long as the campaign is relevant, companies of any size can use e-mail marketing to punch above their weight and compete with bigger brands. A small, perfectly formed approach beats mass mailings every time and this is how I’d prefer to see campaigns being measured in the future.

Andrew Burford

Vice-president EMEA

Responsys

Theale, Berks

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here