E-Commerce Times Talkback

Re: Ready, Aim, Fire: Targeting Your E-Biz Message
Posted by: Charlyn Keating Chisholm 2001-08-21 13:46:18

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I love targeted e-mail. When I check my e-mail, I look forward to receiving messages that
are timely, interesting and help me save money. Businesses I know and trust that send me
the right marketing messages are often rewarded with a sale -- or at least some of my
attention, which always seems to be in short supply.

Targeted opt-in e-mail is designed to build goodwill and develop relationships.
Conversely, spam damages customer goodwill. So how can you ensure your messages are
anticipated, desired and add to your bottom line?

Re: Ready, Aim, Fire: Targeting Your E-Biz Message
Posted by: Steven M 2001-08-26 13:39:39 In reply to: Charlyn Keating Chisholm

I have no major problems with the article. Overall, if marketers followed the advice contained therein, most experienced email users would have few complaints. Just a couple of things ...

"I love targeted email". Well, not everybody shares your enthusiasm. I have never received any unsolicited "targeted" email that would ever entice me to buy anything. Please keep that in mind.

"Purchase opt-in lists". Pardon me, but there's a problem of definition here. Depends on what the consumer "opted in" for.

On the one hand, I might tell a web site owner, "Sure, go ahead and tell your friends that they can send me information, about anything that they think I'd be interested in."

On the other hand, I might "opt-in" to receive a newsletter, and maybe the list owner didn't tell me that they were going to give the list to anybody else.

If you buy and use an "opt-in" list to send me email in the former instance, then there's no problem.

If you buy an "opt-in" list in the latter instance, then your email to me is spam, and you and the list owner are scum.

Please clarify what you mean by "opt-in".

Re: Ready, Aim, Fire: Targeting Your E-Biz Message
Posted by: Heidi 2001-08-22 12:01:43 In reply to: Charlyn Keating Chisholm

I agree with Jeff that Ms. Chisholm's article is simplistic. There is much more to getting a good response than checking for typos. Good response comes from a good offer and quality customer data. Even in this pseudo-recession period, consistent e-mail marketing containing solid offers, complete customer data and enticing creative outsells any other marketing vehicle on the block. TV, radio, print, paper mail and banner ads can't touch it.

Re: Ready, Aim, Fire: Targeting Your E-Biz Message
Posted by: jeff 2001-08-21 15:20:46 In reply to: Charlyn Keating Chisholm

This article is simplistic, antiquated and childish. Email marketing conversion is plummeting and you are singing their praises. What a waste of atoms this article is...it is sooo 2000...