BEHAVIOURAL EMAILING: GOING BEYOND THE INTRUSIVE “PUSH”.
We’ve adopted the Seth Godin approach: messages that “interrupt” are poorly received and are considered intrusive (weak rate of opening of emailing campaigns, poorly targeted).
At best, the individuals that receive the message ignore it, at worse they look poorly on the brand.
Marketing “by permission”, implicit or explicit, uses individual or collective behavioural data. It is crossed with contextual data in order to deliver a message or enter into communication at the right place, at the right time, with the right person.
If this objective is not always attainable, it is a focus point that leads to creating email campaigns centred on the efficiency of the means implemented.