The High Cost of E-mail Targeting Failure

Targeting and personalization may be the mantras of today's e-mail marketers, but many are still missing the mark, according to an Aimia Institute study recently reported by Direct Marketing News magazine. The penalties for faulty targeting are steep. Poor e-mail communications caused 70% of respondents in the study to close accounts or subsciptions, 66% unfollowed brands on social media, 59% opted out of all e-mail communications, 57% blocked phone numbers, and 54% deleted apps. Excessive e-mailing was another common misfire for marketers; 68% of Americans surveyed complained that they received too many brand e-mails. Of course, some industries are doing a better job than others. For example, 33% of consumers surveyed felt they received relevant e-mail information from credit card providers, and 29% said supermarkets and banks send useful e-mails, too. And there were glimmers of hope in the study for e-mailers who need to take better aim: 56% of Americans said thay are still willing to share personal details to receive relevant offers, and 48% felt personalized e-mails from brands are useful. For an infographic of study findings, see the DM News article at http://www.dmnews.com/marketers-fail-to-hit-the-target-infographic/article/412023/