Email marketers ’should put themselves in consumers’ shoes’

To build a strong foundation for an email marketing campaign a company should imagine themselves in their customer’s shoes, it is suggested.

Steve Adams, writing for Online Media Daily, says companies need to plan before jumping into email marketing.

He recommends firms ask themselves what kind of information would get attention and make people open, read and then act on the messages.

Mr Adams advises companies to ask whether their customers would want coupons or special promotions and whether or not they would want valuable information they can use.

He also asserts that assembling an email list can be a positive step.

“In addition to name and email address, think about other information that could help you target your email campaigns,” Mr Adams adds.

Earlier this month, dotMailer.co.uk claimed that retailers in the UK are not using simple measures in their email marketing campaigns that could increase click-throughs and online sales.

It revealed that 71 per cent of the companies it looked into did not personalise their emails.