ATTN Retailers: Please Geotarget

Now I enjoy watching Hockey, maybe not as much as other Canadians, but still if I can get to a game at least one a year I’ll always enjoy myself, and if the games on at home then I’m likely to watch at least for a while.

So this immediately looks like a great deal, right? I meen who wouldn’t be excited about $14 tickets available for the Vancouver Canucks… but there is only one problem Vancouver is 4,370 km away from Toronto, where I live.

On a scale of 1 to 10 for relevance this gets about a 2 – who know maybe I’ll end up visiting BC this year (no plans yet) and get to a game because of this email… but the chances are not likely. Now send this same offer for Toronto, or even Buffalo or Detroit and the relevance becomes more like an 8 or 9.

Please let this be a reminder – Geotargeting your subscribers will get you better results and a more engaged audience.

REMEMBER: One of the leading reasons people report email as spam is that it is irrelevant – 53% of consumers say email is irrelevant – David Daniels, Vice President, Jupiter Research (Dec. 2007) EmailStatCenter

Author: Matt V - @emailkarma

Matthew Vernhout is a digital messaging industry veteran and Certified International Privacy Professional (Canada) (CIPP/C) with nearly two decades of experience in email marketing. Matthew is 250ok’s Director of Privacy, and he is currently the Vice Chair of the eec, after serving for several years as the Chair of their Advocacy Subcommittee. Matthew was recognized as the 2019 eec thought-leader of the year.

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