Take control of content to win customers

Email markets should recognise the need to take control over the content that potential customers receive in their inbox.
Industry commentator Ed Henrich told ClickZ readers that although consumers have the autonomy to decide when and how to access their emails, marketers can exert influence over the content they find.

He advocated that marketers review their own practices and place specific emphasis on contact strategies and campaigns in order to identify the right type of advertising message that will engage people.

"Marketers need more control over themselves, and need to view consumers and the marketplace the way a surfer views a wave," he stated.

"[They are] powerful, full of mystery - but capable of being understood and ridden as an art form."

Last week, Simms Jenkins told ClickZ that marketers can boost their conversion rates by using email to attract consumers and redirect them to their websites.

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