When it comes to email marketing, marketers either choose the mass mailing technique or the targeted marketing campaigns. As it is clear targeted campaigns have better chances to get more conversion as they reach the right groups of people.

eMarketer columnist Rimma Kats has published an article on sending targeted emails vs. the email blasts.

Kats says, “Email marketing is a tried-and-true digital channel that marketers across all sectors are using to reach and engage their audience.

According to a survey from Radicati Group conducted earlier this year, roughly 281.1 billion emails will be sent and received daily in 2018.

That figure includes both business and consumer emails.

“Marketers still believe that the more emails they send, the more revenue they make,” said Allen Nance, CMO of Emarsys. “But part of the problem is that it is easier to rest on what has worked in the past and say ‘Wednesday is 20% off coupon day and send that to the whole list.’”

According to Nance, the conundrum is that doing personalized, data-driven email is hard and frankly, more expensive. “Marketers run the risk of investing more time, resources and budget and potentially not seeing the same return they get from their weekly blasted promotional code,” he said”.

Quality Over Quantity: Why Targeted Emails Are Better Than Email Blasts

eMarketer

Sharing is caring