Email is still one of the most powerful and cost-effective digital channels. It is also one where there is a wealth of powerful data that marketers can use to create targeted experiences. Many companies use email effectively to trigger behaviour such as online purchase, based on an understanding of the behaviour of the individual, either in the website or in the email communications themselves.
Yet most Australian companies still seem to use it as a bulk messaging medium, treating everyone the same and rarely targeting their content.
In our research, we deliberately behave in ways that we hope will show us how companies are using their digital marketing capabilities, so we can understand who’s doing what, and who is using digital channels effectively. We subscribe to lots of email newsletters and almost all that we receive are not targeted in any way. Even those that we receive because we are customers of brands are rarely customised to our activity or profile.
