June 26, 2008, 12:00 AM

E-mail Marketing

(Page 2 of 2)

A pointer, not an end

However, while some experts see reviews as a treasure waiting to be exploited, others caution that inclusion of Web 2.0 features, whether reviews, videos, blog posts or others, can actually send marketing e-mails off message.

“As soon as you start playing around with more stuff embedded in an e-mail, the more you are using e-mail marketing as a standalone channel, which is not what it should be,” Gartner’s Sarner says. “Retailers should not be spending time on that as much as they should the quality of the message and who they’re sending the message to. Social media can be a distraction. E-mail marketing messages must be a pointer to your web site, not a standalone experience.”

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Ken Westin / E-Commerce

Cybersecurity: Understand the risks and plug the holes

Criminals know how to exploit Internet vulnerabilities to penetrate retailers' networks. Here are some insights ...

FPO

Miroslav Zubachevsky / E-Commerce

Don’t write off Russia

Despite the political conflict in the Ukraine, there remain big opportunities for Western brands to ...

Advertisement