While DRTV reaches the masses and gets consumers to buy or express interest, the after-the-fact approach of email marketing does the opposite. Let’s say you’ve built up a database of 50,000 consumers—half buyers and half inquirers. You know which products they purchased or asked about, and perhaps additional information about them.
Crafting a personalized email campaign based on past purchases and intent is likely to be more effective than blasting the same messages out to everyone.
*“The Personalization Imperative,” DM News, October 2014
Irv Brechner is executive vice president of acquirgy and creator of its Customer Acquisition IntelCenter.
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