Email Marketing News
Email marketers 'should consider current events'
Wednesday, 8 October 2008Businesses engaging in email marketing would do well to make their messages relevant to current news and events, it has been advised.
According to a column by Michelle Eichner of Pivotal Veracity for DMNews, it can be worthwhile to draw in potential customers by showing them how the company's offerings relate to wider issues such as the economic slowdown and climate change.
She gave the example of a Macy's email carrying the subject line "keep your car parked at home - clearance items ship for just 99 cents", which may have been an appeal to those concerned over the rising cost of petrol.
"By connecting your offers with the average consumer's needs, your digital missive will not only serve you, but you will be serving your end clients in more ways than one," Ms Eichner remarked.
A recent study by SLI Systems found that email marketing is becoming more important to e-commerce organisations in the US.