Commentary

Email Marketing Should Become Customer Service

Most consumers consider 90 percent of email messages irrelevant, said Skip Fidura, client services director at dotMailer, on a panel at the Email Insider Summit Europe. However, consumers don't consider all email messages to be marketing. In fact, they don't consider relevant emails to be marketing.

In this light, email marketing should become customer service, said Kath Pay, email consultant at Holistic Email Marketing. "When a customer signs up of
it should honor that transaction and it should be seen as customer service," she said, stressing that marketers must deliver the promises they make when a consumer signs up for the email program.

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