New research reveals that “a majority of email marketers are flying blind” as pointed out by a news article of the same title (as quoted) recently published on the Direct Marketing News website. As if the headline isn’t disconcerting enough, the details in the news report are even more dismal. In this blog entry, we’ll try to dissect the reported causes of such a widespread lack of email targeting and hopefully show that segmenting email campaign contact lists isn’t only necessary but very much feasible as well.
According to a Return Path study, about 55% of email marketers admit relying on inadequate or wholly-absent targeting and segmentation practices in their campaigns. The survey, as explained by George Bilbrey (Return Path’s president), polled over 300 “marketing executives” who cited a number of reasons for their targeting strategies’ shortcomings. Here are some key points that the survey respondents raised and our take on the issues.