Industry Best Practices for E-Mail Marketing

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Industry Best Practices for E-Mail Marketing

by Vyom Bhuta

July 9, 2001


There is no doubt that e-mail marketing is an important addition to the marketing channel mix, however it is also important to note that it's best suited for customer retention and extension (cross-selling) rather than for customer acquisition. This document identifies e-mail marketing campaign management best practices in various vertical industries. They are as follows:

Segment and Target Customer Base for Each Campaign
Before segmenting, organizations must first clearly define the goal and objective of a particular campaign. This should include the definition of what the "offer" is for a particular segment. Organization efficiency in this step will largely contribute to positive results of the marketing campaign. Ensure clean customer data and include information from across the enterprise, including product information, transactional data and personal data.



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