Email marketing should protect offline reputations

Posted on directmarketing.thomsonlocal.com on January 20, 2010

Writing for Fresh Business Thinking, Alexandra English, marketing manager at LBM, said that email marketing should have the same level of precision and professionalism as all other direct marketing campaigns.

Ms English said that basic targeting and segmentation is the first step in preventing a negative reaction to email communication. She added that creating tailored messages for clients or prospective customers allows marketers to engage with email recipients while ensuring they do not isolate them.

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