As more and more consumers shift their holiday shopping to the Web, the importance of email as a marketing tool is magnified. But if subscriber targeting isn’t executed properly, the result is a campaign that underwhelms and under-delivers.
Take the example of a man shopping for women’s jewelry as a Christmas present for his wife. He might decide to subscribe to a couple of email newsletters to watch for special offers in the month leading up to the holiday.
Traditional email marketing wisdom would say that once the individual makes a purchase that originated from the email offering, the brand should target that individual with similar offers…. (Read more)