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Article:
Email Microtargeting by: David Moceri Email marketing is undergoing rapid changes. Now, more than ever, both the creative and demographic selection and targeting of a message must be highly relevant and qualified. Microtargeting has become a valued strategy. At VIBEdirect, we have seen the industry withstand incredible changes based on bandwidth, creative, message perception and the fickle marketing factors that affect both open and click through rates with today's campaigns. Consumers received an average of 3 marketing related emails per month in 1999. This number is expected to jump to over 130 marketing related emails per month by 2005 due to the success rate of email marketing and the number of companies sending optin email. The problem is that this trend has caused email open rates to drop. In the past, our success had been built on wholesaling opt-in email campaigns to brokers and agencies. But as business conditions changed, we evolved by providing our clients with a microtargeted approach for cost effective results and a positive return on investment. As a result, we have maintained a sustained, strong period of growth. Our opt-in lists offer marketers a 'politically correct' way to reach their target audience on the net. While using bulk e-mail lists is cheaper, the practice in itself is extremely controversial. You must be very careful when considering using bulk e-mail to market your wares on the Internet. This can lead to some unexpected and unwanted results. For example, some of your recipients may decide to 'flame' you by clogging up your e-mail system with angry responses to your marketing message. Other recipients will complain to your Internet Service Provider, who may decide to discontinue your account. We have more than '2
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