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"Good advice is always certain to be ignored, but that’s no reason not to give it."
― Agatha Christie
From being young we are given good advice like, "don't eat mud", "fire is hot" or "don't eat too many sweets". I don't know about you, but I still ate mud, burnt my finger and binged on sherbert. Now we are adults, we are still given advice and email marketing is no different. We know that targeted marketing has a better Return on Investment (ROI) and engagement rate, but why don't we all do it?
In the below chart, we see that a plurality of companies across almost all industries still have no targeting and everyone gets the same message. Publishing and media seem to be the worst, at 56%. Whereas Online Advertising Network has 28% using all available segmentation and targeting methods and the lowest non-targeting score of 22%.
It's normal and healthy to question any advice given. But why do we not listen when the advice actually works? Here are a few possible reasons:
Some advice is easy and quick to change, but others are more difficult. And like much in this world, only you can change them. After my early experiences, I no longer eat mud, I'm careful around fire but I still eat way too many sweets. Oh well, 2 out of 3 isn't bad.
By Kim Greenop-Gadsby
I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I'm just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I'm not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.
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