The battle to stay relevant

Rich media certainly adds a welcome sheen to email marketing techniques (MW 18 August), but we should not forget that the real battle with this channel is getting the targeting and messaging spot on.c

With email, it’s essential that relevancy and accuracy are prioritised because consumers are already so suspicious of spam. Any communication that isn’t instantly recognisable as something the consumer wants to engage with and respond to will be ignored or rejected, and this can damage the brand and email as a medium in general. Once a targeting error has been made, this may put the consumer off for good.

With HTML5 and other technology emerging that can bring email marketing to life, there’s a huge opportunity for brands to use this channel to open up a meaningful dialogue with their customers and prospects. However, unless they research and target their customer base thoroughly, no amount of sophisticated technology will make up for sending the wrong message to the wrong person.

Gary Johnston, Director of data operations, More2

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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