Email marketing 'must be relevant'

Customer relationship management in the workplace could be a very important thing for a business to have, if a leading expert in the field is to be believed.

Matt McNeil, the founder of Sign-Up.to, explained that while many businesses may want to carry out a trial-and-error campaign with marketing, though it must be done with live data either way because that is the only way to see if there is a true response to campaigns.

This could necessitate the use of business management software, particularly given that Mr McNeil emphasised how different demographics must be understood.

He continued: "You certainly need to take a different approach when targeting different groups but age is not necessarily a deciding factor but some groups can be a bit more demanding and require you to be a bit more savvy with your marketing techniques."

Personalisation of messages to such audiences will gain more responsiveness from consumers, he concluded.

In a report based on over 216,000,000 emails sent by UK based Sign-Up.to clients in the 12 months to the end of July, it was found that governments, new media and publishing companies gained the best responses from email marketing, measured in the number of clicks they get to their website.

Small Business Management Software from Atlantic Global OnDemand.

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