The Direct Marketing Association has been advocating the value of email marketing for years, noting on average, for every dollar spent marketers see a return of more than $40. There are a number of reasons for this. Most notably, email offers the ability to not only reach a vast number of people, but also to send segmented, personalized messages to those people, ensuring the right subscriber is getting the right communication at the right time.
However, many B2C and B2B organizations are still using the batch and blast method despite claims that it’s dead. In fact, as recent as last year Multichannel Merchant published,
But the days of batch-and-blast email marketing is not dead. And that may not be a bad thing for merchants who blast emails to their entire customer base. Joe Devine, a solution consultant with Listrak, said last month during an interview at eTail West that revenues generated via batch-and-blast emails still represents 60% to 70% of total email revenue.
That said, is batch and blast dead? Is segmenting the only route to email marketing success? Can a combination of the two work better than one or the other?
Join us this Wednesday, February 19 at 2:00pm EST as we dive into the merits and drawbacks of both batch and blast email marketing and one to one messaging.
TweetChat: 1:1 Messaging or Batch and Blast?
Date: Wednesday, Feb. 19
Time: 2:00pm EST
Where: #ROImktg
I look forward to tweeting with you soon!
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