Marketers have long aspired to one-to-one marketing, sending the perfect pitch to a customer based on her individual interests at the moment she`s most inclined to buy. And though the task of compiling and capitalizing on the data needed to support true one-to-one marketing keeps it an illusive goal, marketers continue to try to reach it. 'It`s the continuing pursuit to find the right message at the exact moment when a customer will convert to a sale,' says Heather Blank, director of e-commerce and business development for Petco Animal Supplies Inc.

Blank and other marketers are finding that one-to-one marketing is finally moving within reach thanks to the integration of web site analytics and e-mail marketing applications. By using site analytics tools to compile and analyze data on shoppers` activity, then using that data to drive targeted e-mail marketing campaigns, marketers can create campaigns that drill down to smaller segments of shoppers based on information compiled from virtually limitless measurements of customer activity.

Rising Above Spam

Posted by: DTB at 2:20 PM  |  Permalink