I was speaking with a colleague last week, someone I very much like and respect. The topic of e-mail marketing strategy came up. His immediate response: "That's all automated on our system."

Really?

I know we're getting ever more data about our e-mail initiatives. We've had open rates and click-throughs for years. Marketers worth their salt also look at conversions (to whatever action they promote) and return on investment (ROI).

The technology behind e-mail has advanced, too, making segmentation, behavioral targeting, dynamic content, and other tools easier and less expensive to implement. It allows us to better fulfill the promise of Seth Godin's "personal, relevant, and anticipated" mantra, laid out five years ago in his book, "Permission Marketing."
An Automated E-Mail Strategy? Posted by: DTB at 2:57 PM  |  Permalink