Sep 24, 2008

All your base are belong to us

One thing funny with e-marketing in general and email marketing in particular is that it just became extremely simple to gather information concerning your users/clients, to process this information and use it to improve the way you comunicate with them.

Today it is possible to target emails to people according to very precise behavioural information, logged through email activity or web analystics.

Matching both just gets your strategy to another level since you can get a global view of your clients' taste or interests.
BUT all experts just get to the same point, being too precise in your communication can freak out your client.

Is George Orwell's 1984 the limit to one2one marketing?

Just to make it clear, you can for example track users visiting a product page without going to the basket page. Then it's kind of easy to send an email with a special offer on this product, presenting alternate products of the same type or cross selling, but what would be the user's reaction to see how you spy on him (and moreover how you spy on him namely - even though you might tell it in your confidentiality section).

Some advise you to explain the user how you got the information (by adding a "you receive this email since you did this or that on our website"), others tell you to just communicate as precisely as possible without getting too deep into details.

Finally another question is: Is one2one marketing a win win situation where YOU improve your R.O.I. and YOUR CLIENT gets relevant information? or is it a negation of your clients' freedom of browsing anonymously your website?

I would say it's a little bit of both...

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