The two go hand in hand, as both frequently use direct-marketing tactics to inspire transactions that are subsequently measured and analyzed for campaign optimization. When email messages are well targeted, and perhaps even customized to individuals based on database information, they often receive great response rates. When advertisers send out bulk emails to poorly targeted groups, they get poor response rates and can fall afoul of spam policies. Responses typically diminish after three or four days, forcing email marketers to work frenetically to determine the results of the campaign. Before getting into the tactical email process, we first need to ensure we don't violate the privacy expectations of the audience.
Consumers are very concerned about their privacy when the form of communication is an email.
Targeted banners based on personal information remain a relatively indirect connection. But emails in their inboxes can make consumers touchy. Additionally, most users experience a growing flow of emails over time and become even more sensitive to messages that waste their time. Poorly targeted marketing emails, or spam, will literally enrage some people, as they often feel that other people and organizations should not have the right to harvest their email address. From the consumer's viewpoint, spam is any message that is unsolicited and irrelevant.