The Email Marketing Green Zone
March 18th, 2009 by Doug BrighteMarketer has an interview up with Bill Nussey of Silverpop in which he warns against badgering customers with email marketing that is too frequent or irrelevant to their interests. The phrase he used is to describe this more tailored, moderate approach to email marketing is “keeping it in the green zone”.
The phrase resonated with me — perhaps because the “green zone” is how we visually depict customers who are likely to respond favorably to given email content in our new product.
We think it’s good to visualize your customer base this way, seeing “red” and “green” customers for every type of marketing message, and understanding how they change by channel. For example, you can bet some borderline green customers for email turn red when it comes to sending more intrusive and costly SMS marketing messages.
Tags: Email Marketing, sms, Targeted Email, text
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