Based on the success of previous efforts with email marketing campaigns, Land Rover has decided to expand and contine the program. According to a Land Rover exec, the earlier campaigns generated positive results so they're sticking with it.
I agree that email marketing can be successful, just like television advertising can be successful. The problems are ones of cost, volume and efficiency. While email is almost certainly cheaper than buying TV ads they still suffer from the same problem TV ads do, that of it being a wide net to catch a few fish. See if you can pick out the one word in the following sentence that shows the flawed thinking:
The campaign comprises a series of e-mails targeting both prospective and existing customers.
Give up? It's "propective." See I'm a prospective Land Rover buyer. But, based on my current needs and current income I'm not a likely Land Rover buyer. So I might be in the group that gets targeted because my name shows up on a list but that doesn't translate to any definitive buying plans.
The best way, I think, to influence future customers is to give current customers a good experience. In the age where word-of-mouth or word-of-mouse is king a positive peer review will outweigh whatever canned marketing message a company might be sending via email. Give your current consumer base access to information on products they like and give them an easy way to share that information. The sales will come.
Recent Comments