Overhauling a direct mail database can be key to improving business returns, a senior market authority has said.
Zephrin Lasker, who has closely examined email marketing practices through his role as Chief Executive of advertising firm, Pontiflex, said it is crucial for businesses to make sure they have quality databases that consist of engaged and active contacts.
He said that at Mediapost's recent Email Insider Summit, the importance of subscriber engagement was highlighted as an increasingly important factor in considering a marketer's reputation among internet service providers.
Writing on the Business Insider website, Mr Lasker said that continuing to send emails to the same lists, despite poor response rates, defied good business.
He cited figures from industry analysts, ExactTarget, which showed how many direct marketing emails are dead upon arrival.
“We’ve analysed lists where the retailer was seeing below average response rates and showed that nearly 40 per cent of their lists were unengaged subscribers, many of whom had not opened or clicked on a message in 90 days,” Chip House, VP of industry & relationship marketing.
"Another 30 – 45 per cent of the list had just a few actions in 90 days. Truly the 80/20 rule".
"We’ve found with the appropriate frequency and relevancy you can engage a much larger segment of your audience. That’s why user-defined frequency and content preferences are key."
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