Spray and Pray e-tailing misses opportunities

Henry Hyder-Smith has some good comments about the use of email marketing (e-tailing). There is a lot of good work being done and there are a lot of companies that, for the sake of a few pennies are just making consumers irritable. His comments include:

Many eRetailers use a ‘spray and pray’ targeting technique to push out one size fits all marketing to their database. Despite the intelligence that can be gathered through email marketing including interest areas and behaviour on site/ within the email, the email promotion resembles more mini-brochures and less tailored communications using techniques such as dynamic content. None include any information about any local stores or capture this information on sign-up despite many asking for address.