Nigerian Email Brilliance [Video]

Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see an excerpt of the session and more from the summit, completely free.

Nigerian email scams clearly aren’t best practices for marketers trying to avoid being labeled as spammers, but what if there’s a hidden brilliance behind them that allows for better segmentation? Stephen J. Dubner, author of “Freakonomics,” tells MarketingSherpa Editorial Content Director Daniel Burstein that there just may be intelligence there to consider. Some highlights from “The Hidden Side of Email Marketing” include:

  • Marketers should really think about what content drew in which prospects in order to determine the value of those leads.
  • When marketers have engaged customers, they may ignore the consumers who ignored them. Dubner says maybe that’s a mistake. “What is it about your message or your product that is not appealing to them?”

To hear an excerpt of Dubner’s session, as well as all the other great sessions from the Email Summit, just register here.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: June 23, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT