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Does email work better than snail mail?
By Karen Skidmore | June 10, 2008
When you sit down to work out your next marketing plan of attack do you ask yourself how your customers like to be communicated with?
Every person’s business is different and you are all marketing to different customer profiles and target audiences. The answer to the question “does email work better than snail mail?” can not be the same for each of you reading this.
But you do need to make sure you ask yourself this question and relate it to your customers. There is an interesting white paper that ExactTarget have produced. Yes, you have to leave your name and email address to get access to a copy for it but it is worth clicking through and having a read.
They have separated out age groups and surveyed what forms of communication they prefer. Fairly obvious results in that the teenage and 20–something market are using instant messaging more but it does hammer home the obvious need for permission based communication - especially with emails. Check out where the levels of unacceptable communication is highlighted.
So which ever method you choose (and should you choose anyway – shouldn’t you do both?), remember that communicating with permission is far more acceptable to the general consumer market, which in turn will have a more acceptable impact on your ongoing relationships and sales.
Topics: Growing your subscriber list |