eCRM - New Connections
Marketing Direct
01/11/2008
With personalised emails now becoming routine, brands are investigating more sophisticated ways to build relationships with consumers.
A few short years ago, CRM was much discussed but little practised. Now, everyone seems to be in on the act to some degree. While most brands use a mixture of on- and offline channels for their CRM activity, a growing amount of it is taking place online. Arguably the cheapest and easiest route is that of the personalised email.
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Another question for marketers is which route to take - for example, email or mobile? At a very basic level, one could say a personalised email approach fits all because it is very cost-effective and can be as simple or as complex as you like. But this is to oversimplify.
Martin Lawson, Head of Data at digital agency i-level, says: "Just to send out an email doesn't maximise the opportunities out there, and there's also a danger of overusing the medium because people say it's cheap and effective."
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