If you're wondering whether your e-mail marketing strategies are knocking off your customers one-by-one by driving them to hit the delete button every time they see your company name or clicking the link to unsubscribe, you might want to look at this recent interview MarketingSherpa had with Travelocity's Director of Customer Loyalty and Marketing.
Did you think I was going to say interview with Travelocity's Gnome? Sorry.
Paul Briggs has been Director at the company for 4 1/2 years and is a huge fan of e-mail marketing segmentation. His program has gone from 2 to 3 million generic e-mails messages to a broad audience into targeted mailings to highly-segmented lists which could be as small as 50,000 names.
He's finding that a better targeted audience initiative "consistently converted sales anywhere from eight to 12 times higher than less-relevant offers."
The article, found here, is open access for today, but may require sign in if you're reading this in, say, 2025.
(If you are reading this in the future, would you look me up and see how I'm doing? I'm very interested to find out.)
While you're reading the article, you might as well sign up for their free newsletter, which comes highly recommended from our Marketing Director, James Gardner.
Thanks for the pass along James!
Hey, i just learned that google broadband thing was an april fool's day thing! LOL, glad I didn't try to sign up for it :P
Oh Steph, you know better than to trust me, don't you!