Businesses must 'learn from customer responses' to email marketing

Learning from customer responses and building long term relationships with them would help businesses improve the effectiveness of their email marketing campaigns, says an industry insider.

Businesses should be looking at customer responses to their email marketing campaigns in order to learn how to improve them, according to an industry insider.

Matt McNeil, founder of Sign-Up.to, suggested companies could build on the success of their advertising by listening to what the recipients of the emails had to say.

He also pointed out that retailers' email marketing campaigns are often more effective than advertising in other industries because they pay a lot of attention to getting the most out of them.

"Successful email marketing is all about building a long-term relationship with the customer, it's not about quick customer acquisition and it is certainly not about buying data," he added.

He commented that online retailers can also test how effective their email campaigns are, as they could see exactly how much income they generate from them.

Mr McNeil was speaking following the publication of recent research by Sign-Up.to, which tested how many of its clients emails were opened by recipients.

It found that government emails were opened the most, as they were accessed 49.35 per cent of the time.

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