Chapell & Associates

Wednesday, June 14, 2006

BT for Email Campaigns - June 14, 2006 - Global Resource Systems' campaign manager gives background on how and why to use BT in your email campaign. Behavioral marketing, with its ability to truly segment and target your audience by their past online behavior, is not only for banners or networks. Using this method in your email campaigns can significantly change the way you send your emails for the better. By collecting information about your lists, you can send relevant offers based on a user's prior purchases. Instead of just relying on demographic data, you can deliver each unique addressee offers and information that they want, according to their behavioral patterns.

The Chapell View
Now that just about everyone seems to be talking about using behavioral targeting with email, I wonder how many in this space are providing some level of notice of this fact to their customers? If you're going to combine personally identifiable information such as name, street address or email, with online behavioral information and analytics such as web surfing information and online purchase history, shouldn't this be communicated to consumers in some way?

If the answer is YES (which would seem to make sense to me), then exactly how many marketers and/or publishers are in fact providing these disclosures? How many analytics companies and email service providers are requiring (or at least encouraging) that their customers make these disclosures?

Isn't this what DCLK got into hot water for several years ago?
posted by Alan on Wednesday, June 14, 2006

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