The E-mail Exposure ‘Ceiling’: Ways to Measure and Make it Work
Can a cataloger ever go overboard in trying to build its brand and drive sales? Actually, yes, particularly when using e-mails as a marketing strategy. Send too many e-mails to your target market and you could hurt the brand and ultimately lose customers by hitting an “exposure ceiling.”
In his recent whitepaper, “The Email Exposure Ceiling,” Sundeep Kapur, director of customer service and e-commerce solutions for customized software solutions provider NRC eCommerce, says that because e-mail is a more personal means of communication than a print or radio advertising, people want to control what is sent to their inbox. If they feel a similar message is being sent too many times, it could turn them off and cause sales to drop. Kapur offers marketers several strategies to help measure a brand’s exposure ceiling.