MediaPost Publications - P&G Fits E-mails To Customer Needs - 12/05/2006: "Different brands often require different strategies. Some brands warrant weekly emails to customers, others do better when aggregated into a monthly newsletter, according to Denis McGrath, interactive marketing manager at Procter & Gamble.
Speaking at MediaPost's Email Insider Summit, McGrath says P&G adjusts frequency of its marketing e-mails for the company's vast array of brands. Customers simply aren't interested in seeing information about batteries or toilet paper in their in-boxes all that often.
Diapers, on the other hand, are intensely fascinating to new parents. 'We've found expectant mothers are like sponges,' he says. 'They're collecting information on everything.'"
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