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Global Head of IT Service Delivery - Investment Management Firm
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Marketers 'should treat email recipients with respect'
Published: 29/08/08
People in marketing jobs should aim to build relationships with their promotional email recipients if they wish to generate better responses, it has been claimed.In an interview with the Australian News, Rob Fitzpatrick, director of commercialisation at information and communications technology researcher NICTA, said that bombarding people with irrelevant information will result in them unsubscribing.
"I think the general rule of marketing is: if you treat your customer like a human then you tend to treat them with respect. The fact that someone has bought your product once does not in itself create a relationship," he commented.
Mr Fitzpatrick added that less frequent communication and rigorous analysis of buying profiles should generate the best response.
Earlier this month, Alan Thorpe, commercial and operations director at G2 Data Dynamics, said that people in marketing jobs should ensure they stay in contact with previous customers, as well as honing their services to provide precisely what consumers want.
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