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eROI 2007 Online Marketing Prediction #2 of 10
December 8, 2006
2. Email mantra: list segmentation + relevant content = improved results. eROI published an email study earlier this year showing a direct correlation between smaller, more relevant lists and higher open and click through rates. Instead of sending all emails to a Main List of all of their contacts, marketers are starting to segment their lists into product categories, service categories, press lists, webinar lists, etc. Marketers who fail to take the extra hour or two to do this list segmentation every 3-6 months will see continued email list fatigue and a resulting drop in performance. Emailers will learn that content needs to focus less on selling a product and talking at recipients, and more on talking with recipients. Updating email content and starting a conversation will be more important than ever as people move toward seeing their inboxes as sacred places that they don’t want violated by one-way advertising messages.
Posted by ryan at December 8, 2006 5:12 PM
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