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Doubts over future of cold email as IPT seeks a buyer

- Wanda Goldwag, Adviser, Smedvig Venture Capital

"IPT is in trouble because it deals in volume email. As more companies have moved into the email space, consumers have started to react badly. The big ISPs have also started blocking bulk emailings, and IPT is at the bulk end.

"That mentality just doesn't work any more. Targeting is what's needed. It's extraordinarily ironic really, given the name Interactive Prospect Targeting.

"Online lead generation can be an extremely good idea, but only if it's done well. Quite a lot of people are doing it now, via polls or competitions. IPT had a lot of small websites for this purpose, but mailed them to death. What you do with the names is crucial: the secret is not to bombard them, and to offer them things they're genuinely interested in. It's exactly the same situation we were in with paper-based DM."

Marketing Direct - Oct 2008

 
 
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Wanda Goldwag consulting picture
Wanda Goldwag consulting picture
Wanda Goldwag consulting picture
Wanda Goldwag consulting picture
Wanda Goldwag Consultancy picture
Wanda Goldwag Consultancy picture