UK Email Marketing
 That's the aim but is it what you want?
Do our Email Marketing aims fit with customer expectations? A recent U.S study suggests they don't. The study found that 77% of consumers want to receive email updates and unscheduled promotional offers. However, as few as 8% of consumers reported receiving these.
As marketers we know it's important to meet customer expectations. We study expectation experience gaps and devise ways to close them. However, do we put this into practice? Do we meet our customers' expectations or do we concentrate on meeting internal targets before the needs and wants of our customers?
UK consumers are changing. They're becoming increasingly reliant on internet research to re-enforce their buying decisions. In 2005 Mintel reported that 10% of consumers prefer to make purchases from the comfort of their own home. This is set to increase in 2006 as more consumers turn to websites and search engines to inform their buying decisions.
Online and offline marketing is changing. Recent reports suggest that consumers are demanding more online marketing and less offline. UK marketers must make this transition. Consumers are demanding increased flexibility and are moving towards marketing on demand. There's good news though, the tools to meet this changing environment are easily available and often cost less than traditional marketing media. The challenge in 2006 is for marketers to embrace technology, act on consumer demand and provide marketing communications that meet expectations.
If you're not currently marketing your business by email why not try a test campaign. NewZapp offer a free no obligation trial.
Please email me if you have a question or a story for the next issue of UK Email Marketing. |
