Deve assumir-se que o subscritor não estará para sempre fidelizado e
poderá nem vir a tornar-se cliente. É por isso, imprescindível actualizar bases
de dados com regularidade.
Email marketing lists need to be regularly updated due to previous
subscribers opting not to receive such messages any more and new recipients
being added, it has been explained.
Industry commentator Karen Talavera told MarketingProfs that it is important not
to make assumptions that people who have signed up for email messages in the
past still want to be contacted.
"Most email lists are in constant motion," she said. "You can't assume that
every subscriber is going to stick around indefinitely, or that every prospect
will become a customer."
Ms Talavera added that is was important for marketers to create valuable,
subscriber-only content that will provide recipients with knowledge not
available to people who don't receive such messages.
Earlier this week, industry commentator Ben Hatton told LDP Business that email
marketing campaigns should make use of tools such as customer relationship
management offerings to help send more relevant and personalised messages.
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