Merging email databases ‘can aid marketing’

By merging their email databases, firms can ramp up their marketing campaigns with more targeted messages, it is stated.

A coordinated strategy can boost marketing efforts by giving a greater insight into customers and prospects, says Edouard Leeuwenburg, email marketing product manager for Telegraaf Media Groep.

In an article for MarketingSherpa, he explains how the firm created a centralised email database to develop targeted marketing campaigns.

Mr Leeuwenburg reveals that combining email lists saw click through rates for targeted email banner ads increase by 900 per cent, while the cost of email marketing fell by a quarter.

The company is now adding a web analytics system to collect additional data on email subscribers’ online activity, to give marketers even more information and refine campaigns further.

During the recession it is important for firms to monitor and evaluate their marketing campaigns regularly, MarketingSherpa advised earlier this month.

It suggested marketing plans for subscriptions be adapted through things such as pricing and billing procedures.