Questions Email Marketing
1. What is meant by ‘mass customization’, and why is this so beneficial?
Basically mass customisation is tailoring content to the masses, giving it some sort of personal touch while still speaking to a large demographic. The benefit of this, is that, even with the smallest measure, customisation leads to improved CRM and increases potential revenue, while still being able to be mass produced, i.e. emails that have a customers’ name, or that is targeted by the kind of pet one owns, or nike, that mass produces a shoe, but gives customers the option to give it the final edit colour and print wise, creating unique products for mass produce prices and effort.
2. What are the key differences between direct marketing by email and direct marketing by post?
It is faster; email is instant, post takes a while. Furthermore, emails are way easier to track, allowing opportunities to improve effectiveness and low cost base and relative ease in changing an email means there is room for experimentation in layout and content, whereas the paper version is expensive; it needs to be printed; and is permanent after printing.
3. Why is it important for permission to be gained before marketing by email to a prospect?
In this day and age, the amount of emails received are infinite. If permission has not been acquired from a prospect, the email might be seen as unwanted spam, potentially losing not only the opportunity to establish a relationship with a customer through that email, but with any future email as well, as these will probably be associated with spam as well.
4. Emails that are expected and recognised are more likely to be read. How can a marketer use this knowledge to increase the readership of emails?
Give the customer the option to choose what type of emails a customer would like to receive, when they sign up with your company. Someone on a low budget might not be interested in new products, but sales and discount might interest them. similarly, shareholders might be more interested in the well-being of a company, therefore a periodical newsletter might be more to their liking.