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Email is a great tool for keeping customers engaged and informed, and offering them discounts and tips about getting the most out of products or services.

Moreover, customers subscribe to email updates in good faith that marketers won't abuse the privilege of taking up space in their inbox.

But, somewhere along the way, marketers get emails wrong. Those emails turn to spam because they are sent too often, aren't relevant, and aren't appreciated by their once-happy subscribers.

Consumer products (PDF) and services receive the most unsubscribes with 27% and 25%, according to Silverpop. That means more and more marketers aren't hitting the mark.

As consumers unsubscribe from irrelevant emails from brands that they once followed, marketers must adjust their strategy to keep those customers engaged.

So, what's the key to winning back customer approval? A personalized approach in context. Just as letters used to be hand-addressed and written to each person, marketers must take that approach with customers.

Avoiding the 'Spam' Label

How do marketers stop taking the spam approach? How can they begin focusing on a mutually beneficial approach that is contextual and personal?

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image of Michael Wilson

Michael Wilson is senior director of Product Strategy at Webtrends.

LinkedIn: Michael Wilson