It is really frustrating to see a high number of big brands which are still not making the most of email marketing . We recently carried out research looking at the top 100 retail brands in the UK and found that 29% failed to even deliver regular email communication. But I think we are seeing some genuinely exciting and pioneering email marketing projects too, like Argos’s UGC campaign.
Furthermore, just as segmentation can be used to tailor a campaign according to gender, age and interests of the consumer, global campaigns should also use these tools to adapt campaigns to suit audiences in different countries.
I am optimistic this year will see more brands carry out intelligent email marketing.
Simon Bowker, UK managing director, eCircle